Twenty-one television broadcast groups have committed to join a new electronic exchange that’s designed to simplify the buying and selling of local advertising spots.
The exchange, called TVB ePort, was announced by the Television Bureau of Advertising
(TVB) earlier this year. It received seed money from the National Association of Broadcasters (NAB). Spot Buy Spot of Chicago is building of the platform, with the first phase set for launch in November and the full system up by next March.
The 21 groups signed on are Belo, CBS Television Stations (and its rep firm), Citadel Communications, the Dispatch Broadcast Group, Duhamel Broadcasting Enterprises, E.W. Scripps, Emmis Communications, Fisher Broadcasting, Gannett Broadcasting, Hearst-Argyle Television, LIN Television, Media General Broadcast Group, Meredith Broadcasting, NBC Universal Television Stations (and its rep firm), Nexstar Broadcasting Group, Pappas Telecasting, Post-Newsweek Stations, Quincy Newspapers, Raycom Media, Sagamore Hill Broadcasting and the Tribune Company.
“Ad Age” said the exchange is a sign that the broadcast industry is now moving to modernize its spot buying system after years of using paper transactions. That paper process, the publication said, has long frustrated media buyers. It is hoped that the new electronic transaction service will make it easier to buy local TV spots and reduce the number of hours spent fixing problems with orders.
“The station groups have stepped up to the plate and underlined the broadcasting industry’s commitment to TVB ePort,” said TVB president Chris Rohrs.
Ad spending on spot TV fell 4.1 percent in the first quarter of 2007 to about $3.7 billion from about $3.9 billion, according to TNS Media Intelligence.
