Broadcast Beat Magazine • www.broadcastbeat.com • 109

work broadcast TV news (71%) and

cable news (65%). Social media is the

least trusted source for news (31%).

Viewers trust their local news outlets

and depend on them for informed,

smart reporting within their com-

munities. They can also depend on

broadcast TV for some of the most

widely watched live events.

• 72% of U.S. homes with

televisions in use were tuned into

Super Bowl 50, according to Nielsen.

• Nielsen also found that

broadcast TV delivered 94 of the

top 100 programs with adults 18+ in

the 2015-16 broadcast season. Nielsen

Broadcast Season, 9/21/15-5/25/16

Advertisers are learning that TV and

social media don’t have to be at

odds, in fact, they can complement each other.

• According to #TVisSocial, a study from the Video

Advertising Bureau, during primetime as much as 87% of the

trending topics on Twitter were driven by TV.

• Recently in The Drum, Jason Wiese, Vice President

of Strategic Insights at the Video Advertising Bureau said,

“Primetime TV dominates the social conversation, and nothing

else comes anywhere near the volume or impact. Impressively,

much of this real-time activity is being driven by millennials,

whose love of TV content fuels continual conversations every

night of every week.”

Technology: Digital, ATSC 3.0, Automated TVLocal media is adaptive to advances in technology. According to

Perry Sook, Founder, President/CEO, Nexstar Media Group and

Chairman, TVB, “We have digital and mobile platforms that com-

plement [or in some cases serve as substitutes to] our traditional

broadcast offerings because we know marketers need to make

their different advertising channels work together to effectively

reach their customers to sell their products and services.”

• Broadcast TV sites and apps are the top digital source

for news, according to GfK’s Media Comparisons study. 66 per-

cent of survey responders said they trusted the news seen or

heard on broadcast TV sites and apps.

• ATSC 3.0, the IP-based next generation broadcast stan-

dard will allow broadcast TV to bring new innovations, data and

services to advertisers.

• Automated (programmatic) television ad buying plat-

forms will create a highly efficient marketplace with more

Source: GfK TVB Mentor Survey Winter 2016 Persons 18+. Agree Strongly or Agree Somewhat Q9 - For each source,

please indicate the extent to which you agree or disagree with the following statement: I trust the News that I see/

hear on this media source. Broadcast TV News Websites include local TV station websites & network websites for news/

weather/sports.

Steve Lanzano is President

and CEO of TVB. Steve joined

TVB as president in January

2010. He came to the associ-

ation from MPG U.S., where

he was the chief operating

officer. Previously he was

the CEO of Mediaedge:cia,

responsible for oversee-

ing the agency’s operations

across the U.S. and Canada,

and global media director

at sister agency Mindshare, where he was responsible for the

American Express business.

precise targeting capabilities to generate clear and measurable

results for advertisers.

The NAB theme, “Media, Entertainment and Technology” rep-

resents the complex and interrelated work done by numerous

industry sectors of our business. Their combined success is

rooted in their deep understanding of the value of local broad-

cast television and their commitment to our industry. At TVB

we are honored to work with the companies that provide the

technical backbone that powers the growth and future of our

local broadcast TV stations and we applaud the essential efforts

of NAB. Our joint efforts prove our value proposition as the best

medium for viewers, consumers, voters and marketers every day.