The Critical Value of Broadcast TV in a Cross-Screen World

The TV ecosystem has grown increasingly complex in recent years as a result of audience fragmentation, ratings decline, supply inflation, and measurement difficulties. Contrary to some opinions, broadcast TV is alive and well, and despite a shift in viewership, the reality of how people watch TV today may surprise you. 

A report recently published by TiVo found that a “significant gap still exists between planning to cut the cord and actually doing it” – or put another way, I’m sure you’ve heard people complain about the increased cost of their TV provider’s packages, but they still love the programming, and so the benefits outweigh the costs! Still, audience fragmentation, delivery fragmentation, and measurement fragmentation remain a challenge, so, what is a marketer to do? 

Savvy advertisers continue to keep Broadcast TV in the cross-screen mix. This highly relevant and proven marketing channel offers advertisers unparalleled reach and so much more. To tackle the problems marketers are facing in the evolving TV marketplace, here are a few reasons why broadcast TV should be a part of every media plan. 

The Value of Local 

Advertisers need solutions that solve for targeting and reach. So, how can you achieve local relevance on a national scale while network pricing hits an all-time high? Cadent’s broadcast offering provides advertisers with access to loyal local audiences in core genres like news, syndication, and sports at efficient rates – a critical component for the cross-screen mix.  

A survey from Pew Research states that 75% of U.S. adults have at least some trust in the information coming from local news organizations compared to 58% from national. In fact, across the U.S., broadcast news programming delivers vital audience reach, as nearly half of adults prefer to get their news on TV rather than through the internet, radio, or print publications.  
 
Similarly, the TiVo report determined that 84% of respondents said viewing local content is important to them. But local news is far from the only local content out there. Local sports command a passionate audience of hometown fans. When it comes to local TV, consumer sentiment speaks for itself – just as viewers recognize the importance of local content, advertisers must work with partners that can deliver the true value of local content. 

There’s Something About Syndication 

Broadcast networks continue to face stiff competition from streaming platforms. However, syndicated content is giving streamers a run for their money. Ratings show that Jeopardy is the most-watched non-sports program on TV, averaging 9.2 million viewers per night, with Wheel of Fortune and Family Feud, tied for second, drawing 8.4 million viewers per night.  

To put these ratings in perspective, compare Jeopardy with the NFL draft or NBA playoffs which drew only half that number of viewers. And it’s worth noting that the average age of Jeopardy viewers has been trending down over the past decade – before 2010, the average viewer was 70, and by 2019, it had gone down to 65. As of 2022, “among those who watch on a regular basis, nearly 4 in 10 are under the age of 35. Only one-quarter are 65 or older.”  

Other syndicated programs, like Live with Kelly and Ryan, Rachael Ray Show, and Dr. Phil have held their ground with daytime’s key demographic of women 25-54.  

Building Your Cross-Screen Mix 

Unified, cross-screen TV campaigns are designed to deliver your ad to audiences, no matter what screens, devices, formats, and services they are viewing. 

If you are already investing in cable, broadcast is the perfect complement. By incorporating local news into plans focused on national news, advertisers can extend their reach to a larger segment of their target audience. Cadent offers an unparalleled depth of partnerships and coverage across top-ranked stations in all major markets. 

If you are activating on OTT/CTV, broadcast can extend and amplify your reach to a much wider audience. Fluidity allows you to blend the benefits of both channels while combatting the issues of finite inventory and increasing demand. 

Ultimately, broadcast remains the fastest way to build efficient reach. Current viewership trends show that more than 60% of consumers’ total TV viewing time was spent watching linear programming, and forecasts predict future decline will be very gradual. In short – broadcast isn’t going anywhere anytime soon! 

Learn more about how you can incorporate broadcast into your next media plan on Cadent’s Planning & Optimizing page.