A New Era in Broadcast TV - 2020 Media Trends To Set The Stage For ATSC 3.0 - Broadcasting+Cable

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A New Era in Broadcast TV: 2020 Media Trends

to Set the Stage for ATSC 3.0
By
Eric Mathewson
20 January 2020
Despite having long delivered the largest viewing audience, broadcast TV has
been playing second fiddle in the minds of marketers overly enamored with the
lofty promise of digital. Television, being the not-as-shiny object, has had near
flat advertising growth.
https://www.nexttv.com/blog/broadcast-tv-2020-trends-set-stage-atsc-3-0 1/11
7/29/2021 A New Era in Broadcast TV: 2020 Media Trends to Set the Stage for ATSC 3.0 | Broadcasting+Cable
In 2020 we’ll see local broadcasters continuing to make the shifts necessary to
create a more level playing field, from moving towards impressions as the
common currency for buying and selling advertising, to streamlining invoicing
and payment processing, all while embracing automation in buying and selling
processes.
All of this, and more, will set the stage for the dawn of a new era in broadcast
television technology: Next Gen TV (ATSC 3.0) and its promise to disrupt the
marketplace by delivering IP-based, device targeted TV via linear broadcast.
Below are just a few trends we anticipate for 2020 as the industry prepares for
that disruption.
1. Local TV, always geo-targeted, is moving to impression-based

measurement.
Over the next year, we’ll see a huge uptick in local TV, moving to impression-
based measurement. Impressions are already the common currency for omni-
channel campaigns that include national broadcast, cable, and digital
advertising. Local TV has been slow to catch up but that has started to change.
With impressions the accepted standard, adoption will accelerate this year as
the industry moves closer to linear/digital media convergence. Combining
proposals and orders in the same currency and extending that through the
entire workflow to include scheduling, invoicing, and receipt of payment, will be
a game-changer for local TV stations looking to realize the revenue potential of
the coming digital convergence.
2. The industry will move toward holistic delivery measurement.
Just as impressions are becoming the common currency for buying and selling
advertising across platforms and media types, the industry will continue the
move towards a common delivery metric that NBCUniversal began with their
launch of CFlight in April 2018. NBCU touted CFlight as, “The industry’s first
cross-platform, unified advertising currency metric.” In a nutshell, broadcasters
will sell an impression regardless of how it is consumed. This may mean that
an ordered spot in broadcast will have some fulfillment in connected TV, time
shifted consumption, or IP based delivery of content. NBC may have been the
first to announce such an initiative, but others are sure to follow. (It’s worth
noting that CFlight’s metric is impression-based.). And no one can argue the
enormous value of a universal measurement methodology, one that provides a
holistic view of ad delivery across all digital and linear platforms, including live,
time-shifted, on-demand, and OTT.
3. Local TV intensifies efforts to identify & target audiences.
Local broadcasters have trailed their competitors in providing granular targeting

data to enable better advertiser segmentation. Improving their ability to identify
and segment viewers will enable local TV to offer advertisers more customized
audiences, helping linear media to better compete with digital, while also laying
the groundwork for IP-addressable advertising coming with Next Gen TV.
Mostly this means that local TV, which has always been geotargeted, will
provide better data on consumption characteristics of individual programs. To
keep up with these demands, local broadcasters will also need to make sure
they have a strong inventory management system to manage customized
audience segments. Otherwise, they risk stratifying their inventory and yield
could end up suffering.
4. A push to integrate FinTech into the media tech stack.
Great strides have been made in streamlining ad buying and selling processes
over the last two decades, from proposals to orders, right through to
scheduling, ad insertion, and delivery measurement. The piece that’s still
largely missing for broadcast media is extending that workflow efficiency into
the post-sale stage – and that’s where FinTech comes into play. Adding the
ability to include invoicing and Cash-in-Advance, ACH, and credit card
payment processing within the existing workflow, either integrated with or built
into the existing tech stack, will close the loop and create an end-to-end
solution.
5. ATSC 3.0 will attract more buzz but little consumer adoption in 2020.
2020 will continue the trend of "getting ready" for ATSC 3.0 (Next Gen TV), as
broadcasters invest in the infrastructure they’ll need to produce and deliver
Next Gen content, and as the technology launches in as many as 61 markets
in the coming months. But even with Samsung, LG, and Sony recently
announcing that they’re releasing 20 TV models (combined) that will include

ATSC 3.0 tuners, the first sets aren’t anticipated to reach store shelves until
late in the year. And when they do, prices are expected to be high, so
consumer adoption will start out slow. As a result, there will be no real impact
to revenue until the hardware starts reaching consumers and those highly
sought-after, IP-addressable ads can reach their targets.
6. Local TV will follow suit as major media organizations embrace

automation.
The coming year will see increased adoption of automated buying and selling
for local TV. Broadcast television has been slow to embrace programmatic
selling but with Sinclair, Tegna, Nexstar, and Gray all focused on improving
sales automation for their hundreds of stations, in addition to network O&O
stations also working on sales automation solutions, a sea-change is on the
horizon. With the proven success of programmatic advertising in the digital
space, and with major media companies jumping into the fray, it only makes
sense that local TV will want to follow suit and leverage the revenue potential
of automation for their linear offerings.
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7/29/2021 A New Era in Broadcast TV: 2020 Media Trends to Set the Stage for ATSC 3.

TRENDING Nexstar Sues Comcast

A New Era in Broadcast TV: 2020 Media Trends

1. Local TV, always geo-targeted, is moving to impression-based

2. The industry will move toward holistic delivery measurement.

3. Local TV intensifies efforts to identify & target audiences.

Local broadcasters have trailed their competitors in providing granular targeting

4. A push to integrate FinTech into the media tech stack.

announcing that they’re releasing 20 TV models (combined) that will include

6. Local TV will follow suit as major media organizations embrace

BROADCASTING & CABLE

The smarter way to stay on top of

Your Email Address

Contact me with news and offers from other

Receive email from us on behalf of our trusted

MOST READ MOST SHARED

1 Weekly Cable Ratings: Fox

2 Samba TV Hires Former Media

3 NBC Issuing Make Goods as

4 YouTube Revenue Spikes 84%

5 Univision Acquires Equity

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