Strengthened by Political Season, BIA Projects $175.6 Billion in 2024 Local Advertising Marketplace Spending
Impact of Global Economy Expected to Keep Most Business Categories Down; Without political the increase…
Share Rocket data will be delivered via BIA/Kelsey’s broadcast products; the firms are co-publishing the paper, “Local TV Station Roadmap for Monetizing Social Media,” to be released during the NAB Show in April.
Chantilly, VA and Dallas, TX (April 4, 2017) – BIA/Kelsey, the leading research and consulting company focused on local traditional and digital media and marketing, today announced a new alliance with Share Rocket, a leader in social media ratings for the broadcast industry. The partnership will include a variety of industry initiatives designed to examine social media audiences of local TV stations. Featured in the partnership is the addition of Share Rocket’s station-level social media data for the top 100 U.S. local television markets to BIA/Kelsey’s data and analytical software, MEDIA Access Pro™, and the firm’s new advertising dashboard product, ADVantage.
“Broadcasters are intent on monetizing the value of their social audiences, especially as consumers turn to multiple channels and devices to consume content,” said Rick Ducey, managing director, BIA/Kelsey. “Our goal in working with Share Rocket is to offer social data to broadcasters that will help them create a social currency around their audiences. We will deliver this information via industry ‘how to’ papers and within our own software products that industry professionals use daily.”
According to BIA/Kelsey forecasts, the social media advertising industry in the U.S. will grow to $31.5 billion by 2021, from $14.9 billion in 2016. The firm has been tracking a consistent shift from traditional media channels with more ad spend shifting towards online, digital and mobile platforms. One example of this trend is revealed in a recent Share Rocket study that indicates that local TV Facebook pages are growing 48 percent year over year versus Facebook’s seven percent overall average audience growth in the U.S.
“As distribution channels evolve, ratings solutions and transactional currencies are the next logical step beyond standard metrics and analytics tools for broadcasters to determine the best next steps for their social channels,” said Chris Kraft, CEO, Share Rocket. “Share Rocket delivers the share-based metrics broadcasters need to better understand their social audiences and improve performance both for consumers and advertisers. We are excited to partner with BIA/Kelsey to bring this data directly to broadcasters.”
TV broadcasters could realize some of the $10 billion that will be spent in locally targeted social advertising by 2021 by using their high value and premium news content to develop news packages specifically for social channels. These channels could then reach different audience segments than over-the-air alone.
Upcoming Paper and Software Updates
BIA/Kelsey and Share Rocket are examining the social media roadmap for broadcasters and will offer four basic strategies for success. The paper, Local TV Station Roadmap for Monetizing Social Media, will be published April 22 during the NAB Show in Las Vegas. To reserve a copy, click now.
Details about the data enhancements to MEDIA Access Pro and ADVantage will be shared during a client only webinar the first week of May. For more information, email email@example.com.
BIA/Kelsey (@BIAKelsey) combines data, analytics and insights to provide its clients with the information they need for grounded financial and strategic action. Since 1983, BIA/Kelsey has been a valuable resource for many of the leading companies in media and the financial and legal community serving media and telecom, as well as the FCC and other government agencies. Today, BIA/Kelsey offers a broad range of research, consulting services and conferences to traditional and new media companies. Learn more about BIA/Kelsey at www.biakelsey.com.
Additional information is available at https://www.bia.com, on the company’s Local Media Watch blog, Twitter, and Facebook. Sign up for one of the company’s three newsletters: Local Media Daily, Local Tech Daily or Local Commerce Daily that cover different areas of media and technology.
Media Contact for BIA/Kelsey:
About Share Rocket
Share Rocket is a social media ratings and audience insights company providing broadcasters and digital publishers an easy way to measure, manage and monetize their social media equity. Share Rocket is the emerging standard social media ratings and currency for the broadcast industry. Additional information is available at http://www.sharerocket.com and Twitter https://twitter.com/sharerocket and Facebook https://www.facebook.com/sharerocket/.
Media Contact for Share Rocket:
T: +1 617 624 3415