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New Trends in Local TV Ads: Local Advertisers Plan to Complement Their Local Cable TV Ad Spend with Mobile, Digital Buys

TV ads, local TV, cable TV, ViamediaA whopping 85% of all advertisers said their latest local cable TV ad campaign provided an excellent return on their investment, according to a new survey from independent cable TV ad management firm Viamedia. The company recently announced the results of a new nationwide survey gauging perceptions of local cable TV advertisers to assess emerging media trends for 2016.

“While there’s no substitute for local cable TV advertising, our findings suggest a steady shift toward the inclusion of digital and mobile in ad buys,” said Becky Jones, SVP of marketing and research at Viamedia, in a news release. “The advertising landscape is changing and our survey has helped us paint the big picture, providing us with insights into the diversifying mix of TV and digital ad spending.”

The survey also revealed:

  • Nearly three quarters of advertisers (71%) use online advertising as a way to complement their local TV ad buys
  • Half of the participants (50%) have implemented mobile advertising to complement their local cable TV ad buys, while nearly one third (30%) are considering including mobile advertising in 2016
  • 67% of advertisers plan to increase or maintain their local cable TV ad spend this year
  • The majority (61%) advertise on local cable TV on a weekly or monthly basis, and 80% of respondents advertised on local cable TV within the past 3 months

The survey, which was conducted by Viamedia, polled advertisers spanning 32 states. Participating respondents are current or former advertising customers, consisting of brands and agencies across a broad range of industries including healthcare, automotive and legal.

Source: PR Newsire; edited by Richard Carufel

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