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Friday, April 25, 2014
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Local Television in 2018: Evolving with Shifting Audience Demos

28/06/2013 10:05 (300 Day 21:31 minutes ago)

The FINANCIAL -- Over the next five years, the U.S. local TV audience will be increasingly multicultural and multi-screen. Trends highlight that local audiences are changing rapidly as they seek information that connects both culturally and digitally, according to the Nielsen Company.


By the year 2020, the multicultural segment (defined as Hispanic, black and Asian) will represent 40 percent of the U.S. population. By 2040, the multicultural segment will be equal in size to the white population, according to Nielsen.

In the top 10 states that will have the most growth in population in absolute terms over the next five years, over 98 percent of all the growth will come from the multicultural segment. Forecasts show the white population will be either relatively flat or, in the cases of California, Florida, New York and Georgia, it will decline slightly.

For local TV stations to keep pace with the changing demographics in their markets, they need to think through the implications of a growing multicultural segment, according to  Nielsen. In many of the top designated market areas (DMAs), for a station to grow its overall audience, it will have to evolve hand-in-hand with its multicultural audience. Local TV audiences expect a familiarity with their local programming that local TV stations will have to continue to meet. Local TV stations are well positioned to take advantage of this growth opportunity. They have strong ties to the local community and advertisers and they can leverage their deep local knowledge to adjust for the unique changes of their market, according to Nielsen.


Recent Nielsen figures indicate that tablet penetration at the household level in the U.S. has already reached 28 percent. In some DMAs, such has New York, San Francisco, Boston and Washington, D.C., the penetration level is over 35 percent. This rapid adoption is likely to continue. In fact, the Consumer Electronics Association forecasts that tablets could have a 48 percent U.S. household penetration rate by the beginning of 2014.

In all instances, this digital landscape presents not just a challenge, but also an opportunity for local stations to develop of new ways to package their content to reach a desirable audience. A large piece of local advertising growth will be in the digital space, and local TV stations are the first to the scene, according to  Nielsen.



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“The former Yugoslav Republic of Macedonia”: presidential election and early parliamentary elections

23/04/2014 16:38 (1 Day 14:58 minutes ago)

The FINANCIAL -- A 14-member delegation of the Parliamentary Assembly of the Council of Europe (PACE), led by Stefan Schennach (Austria, SOC), will travel to “the former Yugoslav Republic of Macedonia” from 25 to 28 April to observe the conduct of the presidential election (2nd round) and the early parliamentary elections, alongside observers from the OSCE’s Parliamentary Assembly and Office for Democratic Institutions and Human Rights (ODIHR), according to PACE.



Major Cloud Service Providers Slash Prices; Threaten Smaller Players’ Existence: IDC Warns

19/04/2014 13:40 (5 Day 17:56 minutes ago)

The FINANCIAL -- In the last week of March, major Cloud Service Providers (CSPs) in Asia dropped their prices for core services dramatically and IDC believes that this will make it very difficult for smaller CSPs to remain in business if they continue to rely on provision of basic, undifferentiated services, according to International Data Corporation (IDC).

Zurich identifies seven cyber risks that threaten systemic shock

23/04/2014 17:00 (1 Day 14:36 minutes ago)

The FINANCIAL -- The recently published Zurich Cyber Risk Report, created in collaboration with the international think tank Atlantic Council, argues that cyber-risk management professionals need to look beyond their internal information technology safeguards to interconnected risks which can build up relating to counterparties, outsourced suppliers, supply chains, disruptive technologies, upstream infrastructure and external shocks, according to Zurich Insurance Company.


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