NEW YORK--(BUSINESS WIRE)--The Television Bureau of Advertising (TVB) released the following statement on a new report claiming inefficiencies in TV advertising for political campaigns. “Political campaigns are about winning. The smartest professionals know that advertising on local broadcast television is the most powerful means to reach and influence the largest bloc of voters,” said Steve Lanzano, President and CEO of the Television Bureau of Advertising (TVB). “While some districts are in multiple media markets, local broadcast television reaches more voters than any other platform. Campaign ads are not effective if the right people don’t see them, and the fact remains that local broadcast TV offers campaigns scientifically-proven ability to reach their target audiences, while digital advertising is still subject to significant viewability and fraud issues.
While many political advertising platforms contribute to the media mix, none can compete with local broadcast TV in reach across all voter demographics. People ages 18-64 spend almost five hours with TV a day, compared to ten minutes viewing online video clips. No other media platform comes close to the reach of local broadcast TV. The undisputed fact is that local broadcast covers 100% of the market. It reaches twice that of social networks or the web, according to GFK Multimedia. Local broadcast television remains a critical element of winning campaigns, especially the most difficult races. It’s why a recent report by Kantar Media predicts record spending on television in the upcoming elections. And the reach and scope of broadcast is why companies like Google spend the bulk of their advertising budgets on television.”
TVB is the not-for-profit trade association of America’s local broadcast television industry. Its members include television broadcast groups, advertising sales reps, syndicators, international broadcasters, associate members and over 700 individual television stations. TVB actively promotes local media marketing solutions to the advertising community, and in so doing works to develop advertising dollars for the medium’s multiple platforms, including on-air, online and mobile. TVB provides a diverse variety of tools and resources, including www.tvb.org, to support its members and to help advertisers make the best use of local ad dollars.