Media Sales Today

New research shows most Americans still rely on traditional media for local information, turning most often to television for local news and weather, and to newspapers for a wider range of local information.

The future holds challenges for the broadcast television industry. While panelists at last week’s discussion of Columbus, Ohio broadcast TV leadership highlighted their concerns about what lies ahead, they also shared their views on how to turn those challenges into opportunities, namely through providing good content.

Since DVRs first entered the market, advertisers feared the end of television advertising with consumers fast forwarding their way through ad after ad. A recent media study shows the DVR may not be the ad-killer the industry feared, but other distractions such as the smartphone are a real threat.

Television viewing data for the fourth quarter of 2010 shows TV habits differ by demographic group, with the oldest Americans watching the most, and teenagers watching the least. The Nielsen also shows 2010 TV ad spending was up 8 percent over 2009.

Newly released numbers show 71 percent of Americans rate watching TV among their favorite media activities, which may not surprise anyone. Not only are American’s watching, Deloitte’s most recent “State of the Media Democracy” study shows 86 percent say television advertising has the biggest impact on their buying decisions.

I’m sure I’m not the only consumer that is breathing a sigh of relief now that political ads are over. But there’s no denying the boost that this year’s political advertising gave to local TV advertising revenues; with the elections behind us, what can spot TV expect for the rest of the year?

Newly released numbers show the global ad market is up for the first half of 2010, with U.S. ad spending up 3.8 percent year-over-year. The Nielsen Company data shows U.S. advertisers spent an estimated $54 billion so far this year, with double digit increases in the automotive and auto insurance categories.