Big News Audiences Drawing More Advertising Spending
23/04/2018
In these crazy times, advertisers are tuning into the news. News offers advertisers the kind of live, engaged viewing that encourages recall, and news ratings are more stable than most traditional TV programming, which has been eroding at a double-digit pace.
And with the midterm elections coming up in November, ad sales executives at the cable news networks are looking for big ratings numbers and big bucks in the upfront.
The more I look at the way primetime and entertainment is going, I think we're going to see a flood of money, Marianne Gambelli, president for ad sales at Fox News Channel, said.
Gambelli said the money would flow toward news because that's where the eyeballs are. News and sports are both live and have similar audiences, but news is cheaper on a cost-per-thousand-viewers basis. So I think there's going to be a lot of opportunity for news in general.
Shining by Comparison
News ratings used to rise and fall based on campaigns, rising during election years with presidential years doing best and falling during odd-numbered years. The first year of the Trump administration created a bit of an anomaly. So far this year, ratings for all TV news programming is down 7% based on Nielsen data, according to Pivotal Research Group senoir analyst Brian Wieser. But the ratings are up 7% from two years ago (before the election).
This year's decline is still much smaller than the double-digit declines being rung up by entertainment programming.
The cable news networks had record ratings last year, and so far this season they are racking up big increases in advertising revenue.
The three networks have generated $939 million in ad revenue this season, from Oct. 1 through the end of March. That's up 16.9%.
The biggest network, Fox News, is up 10.4% in ad sales. CNN is up 18.67% and MSNBC has jumped 31.3%.
CNN has historically been a must-buy for advertisers during presidential election cycles, said Donna Speciale, president of ad sales at Turner, CNN's parent. We anticipate a number of advertisers to secure their position as an election partner early during the upcoming upfront cycle.
News from the Trump administration has given MSNBC in particular a big boost.
The great news is that the scale of the audience isn't hurting the quality of the audience, said Mark Miller, senior VP at NBCUniversal and head of sales for its news group. The bigger ratings numbers haven't diluted MSNBC metrics for engagement or brand awareness.
Miller said news in general offers immediate impact from live viewing and the ability to help marketers reach their ratings goals when they need to. The news category is kind of defying gravity right now and is one of the few places where you can actually see audience growth, he said.
NBCU's news offering, he said, is unique because it spans broadcast, cable and digital properties. Recently, MSNBC did a show called Revolution featuring an interview with Apple CEO Tim Cook. Content from the show wound up on NBC Nightly News and Today, and it was used by other parts of the organization, Miller said.
Allstate sponsored it on MSNBC but NBCU didn't have time to build a crossplatform package for Revolution. It could for other programs, if it's appropriate for the advertisers, Miller said. It's about where can we do the most effective job against that audience, and that's the combination of properties that they buy.
News Grows On Digital
Miller said NBC News's digital assets are growing, such as the Stay Tuned program it's doing with Snapchat and the digital-only content created by its Leftfield Studio.
Many NBCU clients are buying across the company's entire portfolio of broadcast and cable networks and digital properties. These days, news is a growing part of that portfolio.
There's no question that you're seeing more advertisers and more categories looking at news and coming into news, Miller said. Absolutely people are starting to lean in because of the immediacy, the growth that we're experiencing across the news genre.
That growth will be accentuated by the midterm elections.
We do expect this to be a very strong year. I think the interest in politics continues to grow, he said. The network is working out the details of election news packages it will be making available to sponsors, Miller said.
Gambelli said Fox News is also working on its election coverage packages, but notes that the midterms usually don't generate as much national spending as presidential years.
Though both are part of 21st Century Fox (pending the sale of some assets to The Walt Disney Co.), Fox News is separate from the Fox Networks Group. Specific advertisers have asked that Fox News be included in their bigger Fox deals, though, so the two groups will be coordinating on a case-by-case basis.
We're not going to market together, but on certain clients we're targeting and working closely together, Gambelli said.
During its upfront presentation, Fox News will be emphasizing that news is hot and making noise at the watercooler. And while advertisers are increasing their news spending across the board, Gambelli said Fox News is the leader for a reason.
I think the one that we can prove is that if you watch Fox News you probably don't watch any other news outlet, where we believe if you watch a CNN or an MSNBC you're probably skipping around, Gambelli said. I don't think you're going to get that audience anyplace else, so it makes it unique. Ours is very passionate, very loyal. And we sell a lot of products.
CNN's upfront theme is that people have a need to know, particularly in this unprecedented time,
LINK: | https://www.broadcastingcable.com/news/big-news-audiences-drawing-more... |
See more stories from bandc |
Most recent headlines
04/08/2024
Dalet Appoints Santiago Solanas as CEO to Lead Next Era of Growth and Innovation
Dalet, a leading technology and service provider for media-rich organizations, is excited to announce Santiago Solanas as its new Chief Executive Officer (CEO)....
03/06/2024
Dalet and Veritone Reach Agreement to Distribute, Transact and Monetize Media Archives
Dalet, a leading technology and service provider for media-rich organizations, a...
28/04/2024
Mediahaus delivers the first SRT live-streaming sports production over 5G with URSA Broadcast G2
Mediahaus delivers the first SRT live-streaming sports production over 5G with U...
26/04/2024
Sundance Film Festival CDMX 2024 kicks off today at Cinpolis
Sundance Film Festival CDMX 2024 kicks-off today with screenings in 5 theaters in Mexico City and the opening-night film, FRIDA, directed by Carla Guti rrez...
26/04/2024
Interview: Lourdes Portillo, Director of Las madres de la Plaza de Mayo, La Ofrenda
[Editor's Note: This interview is part of a larger feature about the women d...
26/04/2024
Career insights instead of everyday school life
Once again this year, SGL Carbon opened its doors to interested children and young people. On the occasion of the German Girls and Boys Day, which took place on...
26/04/2024
L3Harris Technologies Reports Strong First Quarter 2024 Results, Increases 2024 Profitability Guidance
Orders1 of $5.5 billion; book-to-bill of 1.06x Revenue of $5.2 billion, up 17%,...
26/04/2024
What Makes A Network Resilient?
Five Considerations For Communications Modernization In The 21st Century In the digital-enabled battlespace, the Joint Force needs to shoot, move and communica...
26/04/2024
CBS Sports Launches New Free Streaming Channel
CBS Sports has launched Champions League as a new, 24-hour streaming channel that will serve as the year-round destination for nonstop highlights of the UEFA ...
26/04/2024
Roku Streaming Homes Hit 81.6M
Despite tough competition in the streaming space, Roku reported solid results in Q1 2024, beating revenue expectations, with total net revenue up 19% YoY to $88...
26/04/2024
Sarah Farrell Named General Manager Of Pinewood Toronto Studios
LONDON AND TORONTO Pinewood Toronto Studios has appointed Sarah Farrell as general manager of the Studios in downtown Toronto....
26/04/2024
Quantum to Offer Advanced Filesharing Technology and Performance in StorNext and Myriad Solutions
Quantum to Offer Advanced Filesharing Technology and Performance in StorNext and...
26/04/2024
FilmLight Colour Awards welcomes 2024 entries and introduces new Emerging Talent' award
FilmLight Colour Awards welcomes 2024 entries and introduces new Emerging Talen...
26/04/2024
Picture Shop Announces Chris Evans as Head of Unscripted
Picture Shop Announces Chris Evans as Head of Unscripted Brie Clayton April 26, 2024 0 Comments Picture Shop announced Chris Evans will lead Unscripte...
26/04/2024
Participate in a Survey - The Impact of AI on Media and the Creative Industry
Participate in a Survey - The Impact of AI on Media and the Creative Industry Pascal Wagner April 26, 2024 0 Comments By participating in this survey,...
26/04/2024
Hi Barbie! Mattel Launching First FAST Channels on Samsung TV Plus
Toy maker Mattel said it is working with Samsung to launch its first free ad-supported streaming television (FAST) channels later this year....
26/04/2024
Marty Moe Named President Of Trusted Media Brands
Trusted Media Brands (TMB) said it named Marty Moe as president....
26/04/2024
Ron Howard Directs Jim Henson Documentary for Disney Plus
Ron Howard is the director on Jim Henson Idea Man, a documentary that premieres on Disney Plus May 31. Henson of course created Kermit the Frog, Miss Piggy, Big...
26/04/2024
Kraken Skate Away From RSN Root Sports for Deals With Tegna, Amazon
The ice continues to melt under the regional sports network business as the Seattle Kraken of the National Hockey League have made a long-term deal to broadcast...
26/04/2024
Warner Bros. Discovery Launches Olli First-Party Data Platform
Heading into the upfronts, Warner Bros. Discovery said it launched Olli, a first-party data platform advertiser can use for converged, targeted advertising camp...
26/04/2024
The Equalizer' Gets Season 5 on CBS
CBS has renewed the drama The Equalizer, which will see season five on in 2024-2025. Queen Latifah stars....
26/04/2024
The CW Inks New Deal for Miss USA, Miss Teen USA
The CW has entered into an exclusive multiyear broadcast partnership for the Miss USA Pageant and the Miss Teen USA Pageant. The 73rd Miss USA Pageant will air ...
26/04/2024
Fuse Urging Young Viewers To Vote With Blunt Campaign
Fuse Media isn't mincing words in a campaign urging its young viewers to register and participate in the 2024 elections....
26/04/2024
Neil Gaiman's Sandman' Universe Expands With Dead Boy Detectives'
Dead Boy Detectives, a series from Neil Gaiman about a detective agency staffed by ghosts, debuts on Netflix April 25. George Rexstrew and Jayden Revri are in t...
26/04/2024
The Story Collective opens largest film and TV studio in the heart of London
The Story Collective has gradually repurposed the former Mortlake Brewery to include production offices, workshops and sound stages By Matthew Corrigan Publi...
26/04/2024
Richard Perkett joins Amagi as chief product officer
Perkett joins the company following a 25 year career in product management, product marketing, engineering and user experience (UX) across multiple industries ...
26/04/2024
Teradek Announces Smaller More Robust Built-in Antennas f...
Teradek, the industry leader in wireless video transmitters and receivers, announced today the launch of new Bolt 6 LT 750 and Bolt 6 Monitor Module 750 RX with...
26/04/2024
Amagi Names Richard Perkett Chief Product Officer
NEW YORK Amagi has appointed Richard Perkett chief product officer (CPO)....
26/04/2024
NAB Board Election Results Announced
WASHINGTON, D.C. The National Association of Broadcasters (NAB) has announced the results of the 2024 NAB Radio and Television Board of Directors elections. The...
26/04/2024
Mattel to Launch First FAST Channels on Samsung TV Plus
EL SEGUNDO, Calif. & NEW YORK Mattel has announced a deal to launch its first three 24/7 free ad supported streaming (FAST) channels on Samsung TV Plus, Samsung...
26/04/2024
NextGen TV Launches In Portland, Maine
PORTLAND, Maine Viewers here can now receive the NextGen TV signals of five local stations with the launch of ATSC 3.0 service from host station WPFO, which is ...
26/04/2024
Rogers Inks Agreement to Deploy Comcast's Products and Technologies
TORONTO Rogers Communications has signed a 10-year agreement with Comcast to bring the latest Xfinity products and technology to Canadians....
26/04/2024
Calrec scoops third Argo win with NAB Show Product of the...
Calrec is very pleased to announce the benefits of its highly flexible approach to customer service has been recognized with a third award for the Argo range. T...
26/04/2024
New Adobe Photoshop with Advanced Generative Fill and Generate Image Brings New Superpowers to All
New Adobe Photoshop with Advanced Generative Fill and Generate Image Brings New ...
26/04/2024
Trends And Takeaways From NAB Show 2024
Trends And Takeaways From NAB Show 2024 Melanie Ciotti April 25, 2024 0 Comments NAB's Eric Trabb (right) awards SNS with two NAB Show Product of ...
26/04/2024
Sony's Ci Media Cloud Keeps NHRA Moving
Sony's Ci Media Cloud Keeps NHRA Moving Brie Clayton April 25, 2024 0 Comments Cloud-Based Media Asset Management and Collaboration Platform Accel...
26/04/2024
2024 Emerging Leaders Internship Program Open for Applications, Deadline May 31st
Capitol Broadcasting & Leadership Triangle Collaborate for Third Year Capitol B...
26/04/2024
MIX 101.5 Launches New YouTube Shows
The staff at CBC Radio have been hard at work creating several new features for listeners and viewers. Several debuts are taking place this spring. I have nev...
26/04/2024
Cricket Finds Its Digital Home in Bangladesh: VEON's Banglalink to Stream ICC Cricket on Toffee
26 Apr 2024 Cricket Finds Its Digital Home in Bangladesh: VEON's Banglalink...
26/04/2024
NBA Playoffs 2024: ESPN Rolls Out Huge Production Operation for Busy First Round
NBA Playoffs 2024: ESPN Rolls Out Huge Production Operation for Busy First Round Tech deployments include miked on-field personnel, shot-distance tracking, AR g...
26/04/2024
NHL Stanley Cup Playoffs: ESPN Ops Team Navigates Both Sides of the Border With Canadian Teams' Strong Showing
NHL Stanley Cup Playoffs: ESPN Ops Team Navigates Both Sides of the Border With ...
26/04/2024
NFL Draft 2024: Behind the Scenes in Downtown Detroit (Photo Gallery)
Behind the Scenes at the 2024 NFL Draft in Detroit (Photo Gallery) After just the first round, the 2024 NFL Draft has already made quite an impression in Detroi...
26/04/2024
NFL Draft 2024: Van Wagner Powers Onsite Entertainment Experience for Record Crowds in Detroit
NFL Draft 2024: Van Wagner Powers Onsite Entertainment Experience for Record Cro...
26/04/2024
Rohde & Schwarz presents spectrum dominance in all domains at AOC Europe
Rohde & Schwarz presents spectrum dominance in all domains at AOC Europe Rohde & Schwarz demonstrates the next generation of SIGINT/EW systems and sensor fusi...
26/04/2024
MCine Mauritius is to use Qube Wire for all future DCP deliveries across their exhibition chain on the Island
MCine Mauritius is to use Qube Wire for all future DCP deliveries across their e...
26/04/2024
Skeem Saam' May Spoiler: Has Lehasa killed Khwezi?
Skeem Saam' May Spoiler: Has Lehasa killed Khwezi?The Skeem Saam' May teasers mention Lehasa being apologetic about killing someone. Is it his baby mam...
26/04/2024
Skeem Saam: Thursday's episode, 25 April 2024 [video]
Skeem Saam: Thursday's episode, 25 April 2024 [video]Missed an episode of Skeem Saam? No problem! Watch the latest episode of your favourite South African s...
26/04/2024
Prison Journalism: Some issues to consider
Prison Journalism: Some issues to considerWesley Leong was incarcerated at the age of 15 in 1996 at Pollsmoor Prison. He is currently part of Restore's rese...
26/04/2024
Tonight on Scandal: A line is crossed and a mother starts to lose focus
Tonight on Scandal: A line is crossed and a mother starts to lose focusDon't miss Friday, 26 April's riveting episode of South African soapie Scandal! o...