Month: August 2020

Why TV Dominates Political And How Adding Radio Can Reach More Voters

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TV will once again reap the largest piece of political advertising this year, according to forecasters. But rather than trying to convince media buyers to buy radio in place of TV, broadcasters are embracing a strategy of adding radio to a TV buy to deliver more of what campaigns want: registered voters.

An analysis from Nielsen of a series of local media buys for political campaigns in 2018 found that a 20% reallocation from TV to AM/FM radio resulted in an average 22% reach lift among registered voters. The simple explanation for the boost, according to Pierre Bouvard, Chief Insights Officer for Westwood One and parent company Cumulus Media, is that AM/FM radio reaches voters without cable and light TV viewers. Declining TV ratings are also a factor, he says.

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NAB, Others Urge Hill to Fund Tower Crew Training

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Say it is key to 5G and ATSC 3.0 buildouts and closing digital divide

Facing 5G wireless buildouts, broadcast next gen (ATSC 3.0) buildouts and the C-band transition, communications associations are pushing Congress to pass legislation to help train the workforce that is needed for those infrastructure deployments.

That came in a letter to congressional leaders from associations including the National Association of Broadcasters; CTIA, the wireless association; and CCA, the competitive carriers association.

They said the shortage of properly trained workers jeopardizes those buildouts, which impedes the closure of the digital divide. “The ongoing pandemic illustrates so clearly how essential our industry and our workforce are, with so many Americans forced to work, study and play remotely. But we cannot do all that is necessary without an adequate supply of workers,” they said.

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