Posted on April 6, 2021 in ATSC News
New NEXTGEN TV advertising, which began in late 2020 on local television stations, is resonating strongly with consumers according to the latest Magid research that also shows the technology’s features are strong differentiators for manufacturers and retailers.
The marketing campaign began in November 2020 and ran through the holiday season in five U.S. TV Designated Market Areas, with local TV stations airing thousands of spots declaring that “the future of television has arrived.” The campaign used high tech ads created by Hot House in Atlanta, which not only grabbed viewer attention but sent many to explore more information on WatchNextGenTV.com.
Recent research conducted by Magid in conjunction with the Pearl TV business group tested the new marketing campaign on the service delivering live, over-the-air TV.
Magid’s research found that:
“The five-market campaign, which focused on cities with a strong mix of NEXTGEN TV stations, reached viewers with a sustained effort over the holiday season. Stations contributed time to air more than 8,000 commercials to this multi-million dollar campaign. This effort reveals not only the value of NEXTGEN TV, but the differentiation that consumers perceive. In particular, consumers find the upgradability of the technology and new audio functionality to be very attractive. The Dolby Audio System with immersive movie theater quality sound and Voice + dialogue enhancement for consistent volume from channel to channel along with the interactive possibilities of NEXTGEN TV were key drivers for these consumers,” said Pearl TV Managing Director and ATSC Board member Anne Schelle.
Covid-19 also impacted the rise of Internet-connected TV in the past year, broadening its appeal to viewers. “As consumers are spending more time than ever on their connected TV, their desire for more options and interactive content has grown,” said Katie Larson, Magid’s Vice President of Brand Strategy & Innovation. “NEXTGEN TV’s key features align well with this shift in consumer viewing habits.”
The research showed these elements stand out as strong differentiators for NEXTGEN TV:
Posted in ATSC News
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The Advanced Television Systems Committee, Inc., is an international, non-profit organization developing voluntary standards and recommended practices for digital terrestrial broadcasting. ATSC member organizations represent the broadcast, broadcast equipment, motion picture, consumer electronics, computer, cable, satellite, and semiconductor industries. ATSC also develops digital terrestrial broadcasting implementation strategies and supports educational activities on ATSC standards.