Borrell’s 2021 Local Advertiser survey has just wrapped up.
And, as has traditionally been seen by the research shop, each week across the summer will see the release of a particular finding of note.
With some 3,657 local ad buyers and agencies polled in 2021, Borrell’s first takeaway is yet another wakeup call for broadcast TV: “video” is no longer TV’s exclusive domain.
Borrell Associates CEO Gordon Borrell asked the following question to respondents:
From whom do you buy OTT, Connected TV, and Video on Demand advertising?
Of the respondents, 25% of those answered “The Local TV sales rep,” while 20% of respondents answered “The Cable sales rep.”
The Radio sales rep? That was the answer from 15% of respondents.
What is Borrell’s take on the finding?
“Not long ago, you had to deal with a local TV or cable sales rep if you wanted a TV commercial,” he notes. “With digital video, TV lost its exclusivity.”
What surprises Borrell is that 75% to 80% are not buying from TV or cable reps.
“Perhaps those stations are just selling to their own clients, missing the vast ‘new’ pool of players,” he says.
