Where do people go to obtain news? Likely answers could be the Internet, newspaper, and word of mouth. I agree with those choices, but what about advertising? According to a report by Hearst-Argyle Television, local television is the most effective video-advertising platform. Think about it. What ads do you remember the most? Ads that air on television.
In the survey, TV (55%) beat out the likes of the Web (26%) and print newspapers (14%). I tend to follow this survey because it seems the most logical. Imagine seeing ads without commercials on television, especially commercials that are targeted to a local audience.
I like watching local ads, (except for Spangles) and feel more connected because of its proximity to the area. Advertisers need local TV to broadcast their message to an audience to generate appeal to the neighborhood. Broadcasters can leverage this to their advantage to give the audience local content and make money in the process. Not to mention what this could do to local station programming.
Now the question is whether or not local advertisers realize how prominent and effective the video-advertising platform is. My guess is if they haven’t already then they are probably out of business with local television.
For more on the survey, visit Hearst-Argyle’s partner on the study: Frank N. Magid Associates.