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  • Alan Walz

The Power of Local TV

ITN / PVX Commentary on TVB’s 2024 Media Comparison Study

 

Despite all the changes occurring across the media landscape, the new 2024 Media Comparisons Study, conducted by GfK and commissioned by TVB, confirms traditional linear television continues to have the highest reach and time spent of all media platforms studied, with most TV viewers reached through broadcast TV.


However, harnessing the massive reach of local television for too long has also proven to be the most difficult of all media platforms.   This is especially true for clients and agencies who specialize in digital advertising and are thus not equipped with the staffing, expertise or technologies required to tackle the labor-intensive nuances of evaluating, buying, and tracking local television buys across over a thousand stations in as many as 210 DMAs. 


ProVantageX is a technology driven, fully managed-service solution that makes local TV  “spot” advertising more “digital-like”.  PVX equips advertisers of all sizes with our team of experts using the most advanced technology platform connecting across stations for end-to-end planning and buying execution.


Through ProVantageX, clients and agencies tap into this massive, targeted audience reach by accessing  premium local television inventory with highly efficient CPMs through our teams of experts and technology stack that delivers the reporting and ease of digital execution.



Source: GfK TVB Media Comparisons Study 2024. M-S 4A-2A. Persons 18+. Online/internet platforms such as email, social media, internet radio and websites, are totaled for any online device-PC, Smartphone and Tablets. Broadcast TV News Websites/Apps includes local TV station & network websites/apps for news/weather/sports.


Source: GfK TVB Media Comparisons Study 2024. M-S 4A-2A. Persons 18+. Online/internet platforms such as email, social media, internet radio and websites, are totaled for any online device-PC, Smartphone and Tablets. Broadcast TV News Websites/Apps includes local TV station & network websites/apps for news/weather/sports.


Source: GfK TVB Media Comparisons Study 2023. Persons 18+. Includes only those who chose a media. QO1 – Please select the one type of advertising medium which, you feel, most influences you to make a purchase decision? Broadcast TV News Websites/Apps includes local TV station & network websites/apps for news/weather/sports.


Source: GfK TVB Purchase Funnel 2023 A18+QA4/QA5/QA6/QA7/QA8: Most important for media with at least 1 funnel stage at 2%+ shown; 2%, 1%, & 0% not shown/labeled)


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