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Good News from Around the Industry: Why to Combine Linear and CTV, Highlighting the Importance of Diverse Audiences, Why Live and Local Content is Crucial for OTT, and More! 

Lots of good things are happening in our industry this week. Good News from Around the Industry is a content series aimed to provide our advertisers and clients the insights and news they need to harness the power of Broadcast, OTT Streaming, Digital, and Measurement Solutions that TEGNA provides. This week, we’re looking at several viewpoints on the CTV and Linear relationship, the state of audio marketing, the importance of having diverse audiences, and more! 

Meredith Cunningham Published: June 30, 2022

AdAge: Cross-Platform Audio Listening is Boosting Ad Potential
According to new research from Audacity, “the audio revolution is just warming up,” as a new audience called AudioX listeners emerge, podcasts continue to hold the title of the fastest-growing audio channel, and streaming audio ad revenue continues to rise.

AdEchanger: Brands Should Double Down on The Growing Presence of Women in Sports
The 50th anniversary of Title IX is creating new opportunities for brands to reach female sports fans, a valuable audience that trends to skew younger than their male counterparts, are more likely to have a college education, and likely have an income over $150K.  

AdExchanger: TV 360: Why Marketers Should Combine Linear TV And CTV Advertising
Marketers shouldn’t have to choose one or the other when it comes to Linear and CTV/OTT advertising. In fact, combining the two lets brands get the best of both worlds. While linear TV allows brands to reach millions, CTV lets brands narrow in and target a very specific audience. 

Broadcasting+Cable: Connected TV Giving Ad-Supported TV a Boost, Researchers Find
“The best days of ad-supported TV are ahead of us, not behind us,” Jon Giegengack, principal at Hub Research, told Broadcasting+Cable. “Significantly more people watch ad-supported than ad-free platforms, and the combination of exclusive content, lower cost, and a less disruptive ad experience will keep ad-supported audiences high.”

comScore: Americans Are Adopting Ad-Supported Streaming Services at a Faster Rate Than Non-Ad Subscription-Based Streaming Services, Signaling a Shift in the Market
“While both ad-supported and subscription-based streaming services are growing in the U.S., we’re seeing that consumers are being more mindful of their budgets and leaning towards ad-supported services,” said James Muldrow, Vice President, Product Management at Comscore, in the press release. “This makes sense as inflation continues to hit consumer’s wallets.”

Radio+Television Business Report: Diverse Audience: A Key OTT Growth Driver
New data reinforces the importance of diversity as multicultural audiences are a key driver in the growth of OTT, as Hispanics and Blacks continue to over-index against the total market on digital media consumption. 

TVNewsCheck: Live, Local Content is Crucial Element for OTT
As TEGNA continues to launch OTT+ apps at the station level, Malik Kahn details how news programming, traffic and weather updates, and sports programming, are leading factors in why audiences are shifting from cable to OTT viewership. 

TVNewsCheck: Can NBCU Really Measure Ads’ Emotional Impact?
“There is a whole arsenal of capabilities that we can unlock to try to better understand the emotional response that sits behind how consumers react to the creative that we then believe could have a correlation to better understanding the impact,”  Kelly Abcarian, EVP, measurement, and impact, advertising and partnerships, at NBCUniversal tells TVNewsCheck. 

Sound Good?
If you like what you’re reading, #TeamTEGNA would love to talk to you about how we can translate this good news into results for your brand. Let’s get in touch.

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    Ready to be in Good Company?

    Ready to be in Good Company? Let’s Connect >>