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Good News: Sports Ratings See Jumps, DE&I Marketing Insights, and More

Lots of good things are happening in our industry this week. Good News from Around the Horn is a new 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 the jump in sports ratings, the increase in digital ad revenue, and more.

Meredith Cunningham Published: April 14, 2022

Broadcasting+Cable: NBA Playoff Ads Nearly Sold Out as Post Season Launches
Drawn to high-quality ratings and a brand-safe environment, ESPN is noting that inventory for the NBA playoffs is nearly sold old, with 49 new advertisers in 18 new categories ranging from cryptocurrencies and computers to dental supplies and fruit juices, telecommunication systems, and data processing equipment. 

CMS Wire: Are You Spending on the Right Marketing Priorities for DE&I?
With a recent YouGov report finding that 44% of global consumers don’t feel accurately represented in the ads they see, it’s become more important than ever for companies to update their marketing approaches when it comes to diversity, equity, and inclusion. 

IAB: Digital Advertising Soared 35% to $189 Billion in 2021
“We fully expected 2021 to be an exceptional year for digital ad growth, but even we were surprised at the degree of acceleration. Not only was every single digital channel up, but some were up more than 50% year on year,” said Libby Morgan, SVP, Chief Strategy Officer, IAB. “This year’s increase is 3x what it was last year.”

The Spun (Sports Illustrated): TV Ratings Are Out For The 2022 Masters Tournament
Fueled by the return of Tiger Woods, this year’s coverage of the Masters on CBS averaged 10.173M viewers, which is up 7% from 2021. The final hour, in which Scottie Scheffler took home his first major victory, saw 12.443M viewers, and peaked at 13.160M viewers. CBS also says this year’s tournament set records as the “most-streamed golf tournament ever.”

Media Post’s Television News Daily: Live TV Viewing Time With Legacy TV Providers Double Viewing Time Via CTV Devices
According to new findings from Nielsen, viewers are spending twice as much time (2 hours and 53 minutes a day) with legacy live TV-delivered content via over-the-air content versus CTV (1 hour and 22 minutes). 

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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