as tv industry’s $20 billion week starts, signs that streaming isn’t king yet - digital signs for sale

This week, the TV industry will launch its biggest show of the year, pre-presentation, annual deals
It can be traced back to the ceremony more than 50 years ago.
It is more important than ever.
These advantages give major networks the opportunity to showcase their stars at large venues in New York, promoting their fall lineup for deep audiences
But they are also promoting the continued relevance of television.
With Netflix rolling out new shows all year round, the idea of a fresh TV show in the fall may seem odd.
But traditional television is still big business.
During last year's career, ABC, CBS, Fox and NBC received more than $9 billion in gold
The combined price of ad slots and cable networks is more than $11 billion, suggesting major brands are still bullish on the medium.
This is because, although the number of traditional TV viewers is decreasing, the Internet now offers something rare: access to millions of people in real time.
On Monday morning, NBC will perform at the Radio City concert hall near headquarters 30 Rockefeller Plaza.
In the afternoon, Fox will be promoting at the Lighthouse theater, after which a party will be held in Central Park.
ABC will be on the Lincoln Center stage on Tuesday, and CBS will have a show at Carnegie Hall on Wednesday before a cocktail party at the Plaza Hotel.
Sitting in the best seats will be senior P & G executives from Cincinnati, automakers from Detroit, and executives from other companies. called Bell-
The person in charge from Dallas represents another rich man, AT&T.
Between presentations, out-of-
Towners will speak with advertising agency partners located in Manhattan.
TV stars on duty this week also have a job to do: perform in promotional sketches and take photos of thousands of selfies at the meeting --and-greet events.
The term refers to the network selling commercial ads in advance before the fall.
Advertisers know it's good to lock in advertising time early.
More favorable prices were offered in the first few months of the new season, which made these deals attractive to the brand, and the brand's early commitment was also suitable for the network.
"It's really a financial model," says Laer Schwartz, who is in charge of advertising investment.
Acquisition Group Company
"It's better to get involved early.
"These networks will not sell their full inventory this week.
In this season known as a decentralized market, each one is holding back sales of some advertising space, where prices can be 15 to 40% higher.
Although there are discounts, there is no risk in the early market.
Every year, online trumpet return shows have loyal followers, but they have also aroused enthusiasm for programs that may fail.
However, this is not entirely about the original number of viewers.
If a program attracts young people or causes dialogue with money, advertisers are happy to sponsor a program with a more modest audience.
Last year, radio and cable networks together received more than $20 billion in advertising commitments.
This is about 5% more than the previous season, part of three seasons.
This shows that any obituary for traditional television is too early.
Even if television audiences are decreasing, spending is increasing.
For the big four broadcasters, prime-
Age audiences between the ages of 18 and 49 are the most popular age group advertisers, and their revenue this season is down 38% from five years ago.
It is worth noting that although the number of viewers is decreasing, prime-
As shown by the higher rates charged by ABC, CBS, Fox and NBC for business time, the time audience is increasing. Since the 2014-
In the 15 th season, the score of the four networks increased from 3% per year to 10%.
Advertisers like the crowd.
Despite the reduced overall audience, radio and television is still the most effective medium to attract millions of people in real time.
This is critical for advertisers, especially those who plan their business around new product launches and promotions.
Some might argue that these networks make up for their loss in ratings by charging advertisers more fees to each audience --
But that's not what they see.
Logic: because the audience is more dispersed than before, there are fewer places to reach a large group at a time.
In the current cultural atmosphere, shows that millions of people like to watch in real time at the bonfire moments together have become rare, especially valuable.
YouTube videos can generate billions of views, but not at the same time.
Advertising industry in 30-
The second ad is designed to attract the widest possible range of consumers. Such mass-
On the Internet, attractive advertising is less effective, which allows marketers to target people who track spending habits through purchases.
Advertisers are also wary of the Internet's unregulated spaces that can place brand information next to videos with hate speech.
"If you look at a brand in these terms --
Safe environment, no fraud, guaranteed audience in demo
Maybe the price of TV is a little low . "
Schwartz of Qunyi.
However, the Internet is losing something: young people who are eager for advertisers.
By highlighting their appeal to the youth market, tech giants like YouTube and Instagram have skillfully stolen part of the advertising budget that once entered the web.
YouTube has collected a list of local stars who, after censorship, can safely advertise, creating the equivalent of what media buyers consider Google's preferred TV channel.
The streaming website shows its stars in the air.
This month's glossy event for advertising executives and fans in Radio City.
The bartender in the lobby checked the wristband to avoid providing drinks to minors, which is not a problem on the front line.
One word: sports.
There are other reasons, old.
School TV is still relevant, like higher production value and real opportunities to attract the publictime audiences.
But now, sports programs may be the main driver of the audience, which slows down the speed of the audience. cutting trend.
This explains to some extent the huge spending on TV advertising.
In addition to the prime time, the entire television industry is expected to receive revenue of about $67.
Advertising revenue was 2 billion, down slightly from $68 to 2019.
According to research firm Zenith, it was 2 billion last year.
Television commercials peaked in 2017 at $68. 4 billion. That year —
No coincidence.
Internet advertising revenue for the first time exceeded TV revenue, reaching $75.
Sales of 2 billion.
Sports have become the cornerstone of TV programs, and technology giants are also well aware of the role of sports in resisting network interference.
Amazon, Facebook and Google have yet to reach an exclusive deal
Rights deal with major sports leagues because for now they can't get more than a few hundred people to watch some games at the same time.
Yes, the National Football League sold Amazon the streaming copyright for "Thursday Night Football", but Fox also showed the games. The N. F. L.
Relying on the large number of audiences that the web can provide, it is unlikely that those audiences will be exchanged for Silicon Valley funds and weaker ratings.
This brings a different spin to the front.
Despite singing and dancing around police procedures, soap operas and sitcoms, the accounts provided by the Golden State Warriors or the New England Patriots are likely to maintain the forefront and center of television.
In addition to defending Internet TV when it loses its streaming advantage, this year's frontier will play a role as a state. of-the-
The industry alliance recently affected by two galaxy mergers.
AT&T closed at $85 on June.
Time Warner's 4 billion deal has channels such as CNN, TNT and TBS under Warner Media.
Soon after, Walt Disney, which already owns ABC, bought a large stake in Rupert Murdoch's 21st Century Fox for $71 billion, this gives Disney control over the cable network FX and National Geographic as well as the streaming service Hulu.
The mess gave ABC something to brag about, and at the same time made the Fox Radio Network think it would be more streamlined, meaningful, and have more room to make deals with the producers of their choice, now, it is no longer attached to a powerful studio.
Warner Media will be cautiously promoting at the forefront of the Internet in a speech on Wednesday morning.
Catherine Sullivan said a series of big initiatives by the company caused some hesitation among advertisers, leading media purchases for the North American business of advertising holding company Omnicom.
"They're asking, 'How do we interact with them this year compared to last year? ’” Ms. Sullivan said.
"Are there positive or negative?
She added that she had told her clients that everything should be as usual.
The future has not yet arrived.