BIA Analysis of DOJ Local Media Competition Information – Local TV Competes with All Platforms

Rick Ducey, Managing Director of BIA, provided some insights regarding the recent DOJ workshop on media competition.  Ducey states, “ The local advertising marketplace has evolved into a competitive environment across all media platforms.

Different media platforms have core value propositions, but what’s driving local ad investments is matching creative messaging targeting consumers at different points in their purchase journeys. Different media channels are not mutually exclusive but rather complement, compete or serve as substitutes depending on ad campaign goals and strategies.

Local television stations compete among themselves. However, these days, all local media compete. My company identifies 16 categories of media that compete for the local advertiser’s share of wallet.”

To see his analysis in Media Daily News click HERE.

 

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