National Brands' Local Opportunity

As the national monoculture fades, there appears to be a major opportunity for national brands to embrace local ad targeting, according to TVREV’s report, Local TV: Perils & Promise In the Age of Streaming.

• While 40% of survey respondents said they see many TV ads from national companies targeted toward people in their area, nearly a quarter (24%) did not and 36% weren't sure.
• In the report, TVREV's Alan Wolk identifies this is a big opportunity for local broadcast to utilize AI to make more regionally-focused and timely ads (so, for instance, windshield wiper ads when it's raining).
• Evan Shapiro also notes that the local broadcasters poised to take advantage are those already invested in streaming, CTV and app-based ecosystems, providing national brands with a strong contextual ad environment to reach younger audiences with local messaging.