HISPANIC VIEWERS FAVOR STREAMING
A recent Nielsen report shows that Hispanic viewers spend a greater portion of their TV time watching streaming content than the national average. Hispanic adults allot nearly 54 percent of their TV viewing to CTV, compared to the national 41 percent. This means that around 46 percent of their time is spent watching linear TV, versus the general population’s 59% because… math. Why the disparity? One factor is age: The US Hispanic population skews younger than other groups, making them more likely to seek streaming options as a first resort. (Marketing Charts: Sep 26, 2024)
LOCAL TV AD SPENDING TO INCREASE IN 2025, UNLESS IT DOESN’T
Without this year’s huge political budgets or an Olympics commanding high prices (the Summer Games are estimated to have raked in $1 billion), Spot TV has an uphill climb to come close to this year’s revenue. Where will things shake out? It depends on who you ask. On one end, Jack Myers’ The Myers Report has forecast a 3.5% year-to-year decrease. On the more bullish side is BIA/Kelsey, which projects a 2.8% increase. Other predictions fall within that range. For stations that will be limited to core advertising categories like Automotive, CPG, and Pharmaceutical, even a slight decrease is a win when compared to 2024’s perfect storm of big spending. (TVNewsCheck: Sep 25, 2024)
NIELSEN FACES BACKLASH OVER NEW MEASUREMENTS
Several TV networks are vocally wary of new elements that Nielsen plans to introduce to its measurement technology. At issue is the company’s intention to merge first-party digital data with traditional panel findings. Networks have expressed strong concerns that the new methodology would give Amazon an unfair advantage, with the streamer’s own data for Thursday Night Football factoring into the ratings. Nielsen still needs to receive accreditation from the Media Rating Council, and these tensions are an additional hurdle. (Variety: Sep 27, 2024)
ARTHUR WAGNER INDUCTED TO B+C HALL OF FAME
On September 26, Arthur Wagner, Executive Chairman of the Board and Founder of AMS was inducted into the Broadcasting+Cable Hall of Fame and received the organization’s Lifetime Achievement Award. Arthur founded the company in 1984 and has been at the helm for 40 years as we’ve grown to reach 600 employees across 11 countries and multiple brands. Congratulations, Arthur, on this much-deserved honor. (NextTV: Sep 2024)
THIS WEEK IN VIDEO HISTORY
October 1, 1962 – Heeeeeeeeeere’s Johnny! Johnny Carson hosts his first episode of The Tonight Show, taking the baton from Jack Parr (and Steve Allen before that). Johnny had an all-star guest list that night: Rudy Vallée, Tony Bennett, Mel Brooks, and Joan Crawford. The program was broadcast from New York City and was 90 minutes long (it moved to Burbank in 1972 and was reduced to one hour in 1980). Johnny was at the desk for nearly 30 years before his final show in May of 1992.
