If you’re working with a typical marketer you might be hearing how they plan to cut their media spend on TV when the DVR ownership rate hits 50%. Many of these marketers have already put a percentage on the planned cut: 12%. That amount would most likely be shifted to digital media according to a Forrester Research study.

A TVB report indicates that these shifts are often being made because TV has a reputation as an old media form. However, your clients might be selling themselves short when it comes to advertising on local news.

TVB findings show advertising on local news can still be very effective because:

• Consumers don’t often use DVRs for local news which means they see ads
• More than half of consumers use TV news as their primary information source
• Consumers purchase products and services as a result of ads they see during local TV news programs

If your client needs to reach a large number of people in a specific market, local TV news could be an important part of your media proposal.

Source: Bachman, Katy, “H-A Study Shows Local TV’s Audience Loyalty,” MediaWeek, 3.24.2008