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Tom Morgan on Expected Shifts in Local and National TV Advertising [VIDEO]

The following is part of TV[R]EV’s “Eyes On Local” video series. Interested in learning more? See our new “Local OTT: What You Need to Know” special report.

Despite questions growing around COVID-19 and its effects on television, the number of advertisers on TV are actually growing. A lack of tentpole programming has made many TV ad spots more affordable for a larger number of brands lately. And given the medium’s proven success in terms of reaching audiences, it’s not a bad time for brands to test the waters.

How do we expect things to continue to shift from both a local and national perspective, though? MediaD.tv principal Tom Morgan discusses that in the video below:

“If you look at the big national advertisers and the big national networks, and they’re national advertisers, which is buying broadcasts where the CPM may be medium to high, but the check you have to write to get on ABC or Fox is big because it’s national broadcast. And then a lot of it is ordered in the upfronts, it occurs in April through June or whatever it is. Those have all been canceled or postponed.

So you’re seeing a lot more money moving into what’s called the scatter marketplace, and you’re starting to see a lot of endemic support, community kinds of things. And then you’re starting to see a lot more local advertising spin to entice people to start getting back into support, purchase, retail and things like that. The local market will benefit as many local businesses really try to get local community participation and as they come out of the pandemic to reestablish commerce.”