2 © 2018 BIA Advisory Services. All Rights Reserved.

Webinar Moderators

Rick Ducey Managing Director

BIA Advisory Services

Mitch Oscar Director, Advanced TV, USIM

Executive Advisor, BIA Advisory Services

• BIA’s Local Video Ad Forecast Update • 21st Century Advanced TV Perspective • Executive Panel: Selling Advanced TV • Q&A

Agenda

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Advanced TV and Innovation in Local Television

Local Paid Media Ad Forecast: Highlights from BIA ADVantage

21st Century Advanced TV: An Historical Perspective

Discussion on the advanced TV market will examine:

Key initiatives developing in the advanced TV realm

Opportunities for traditional media and pure plays as they vie for local media budgets

Impact of advanced TV sales on the buying and selling of commercial television inventory

Maximizing ROI both for the media seller and advertising agencies/marketers

What’s on the minds of local TV group executives?

4 © 2018 BIA Advisory Services. All Rights Reserved.

Joining Us Today: Local TV Group Executive Panelists

Steve Lanzano Pres/CEO

TVB

Jo Kinsella CRO/EVP

TVSquared

Jon Sumber VP, Digital

Hearst

Brian Hunt OTT/CTV Ad Sales

Sinclair

Joel Fineman Dir., Publisher Dev.

Premion TEGNA

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Local Video Ad Forecast: 2018-2023

BIA Advisory Services

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Sizing the Opportunity and Trends

Growth Strategies for Local TV Advertising

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Local Advertising: 2019 and 2023

NATIONAL MEDIA OVERVIEW

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National Brands to Spend $5.4B More in Local Media

Local media for national brands rising from $62.1B to $67.5B by 2023

Source: BIA U.S. Advertising Forecast 2019

BIA RESEARCH

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Targeted Advertising

13.5%

24.8%

31.9%

35.7%

37.8%

42.5%

46.3%

50.1%

Behaviors

DMAs/TV Markets

Addresses

Nationwide

Demographics

States/Regions

Cities/Counties

Postal Codes

At what level do you target ad audiences? Sample Size = 399

65.2%

70.7%

70.8%

71.9%

72.8%

75.1%

75.3%

76.8%

81.2%

Consumers Who Have Incomes That

Match Your Likely Customers

Consumers Who Are in an Age Range

That Matches Your Likely Customers

Consumers Who Have Visited Your

Website

Consumers Who Are in a Relevant

Geographic Location

Consumers Who Have an Interest That

Your Product or Service Caters To

Consumers Who Have Made Related

Purchase in the Last Six Months

Consumers Who Visit the Locations of

Your Competitors

Consumers in Close Proximity to Your

Business

Consumers That Have Searched for

Related Products

Very & Extremely Important

When using targeted digital ads how important is getting your ads in front of the following? Sample Size = 399

Importance of Different Consumer Groups Targeting Levels Used

BIA SAM™ SURVEY

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TV’s Digital Opportunity Target

Big Target for TV: $16B growth in local spending in Online and Mobile

Source: BIA Advisory Services, September 2018. *Excludes “TV Online”

24.1

24.4

1.3

17.3

32.1

32.7

2.0

17.6

0.0 5.0 10.0 15.0 20.0 25.0 30.0 35.0

Online

Mobile

TV Online

TV OTA

2023 2019

$8.3 B increase

$8 B increase

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1. Data-driven audience targeting 2. Platforms with transactional efficiency 3. Attribution

Why the shift toward digital spending?

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Panel Discussion Let’s talk with the experts

13 © 2018 BIA Advisory Services. All Rights Reserved.

Joining Us Today: Local TV Group Executive Panelists

Steve Lanzano Pres/CEO

TVB

Jo Kinsella CRO/EVP

TVSquared

Jon Sumber VP, Digital

Hearst

Brian Hunt OTT/CTV Ad Sales

Sinclair

Joel Fineman Dir., Publisher Dev. Premion TEGNA

© 2018 BIA Advisory Services. All Rights Reserved. | 14

Actionable Insights into Local Advertising

BIA produces nationwide and local market data

that helps broadcasters, digital executives and

publishers whose sole aim is targeting

advertisers and growing their share of wallet.

Our data, insights and analysis are delivered in

our intelligence platform, BIA ADVantage.

We’re helping clients with their 2019 budgets right now. We’d be

pleased to discuss how we can help you.

Email rducey@bia.com to set up a time to talk privately.

Questions & Comments:

© 2018 BIA Advisory Services. All Rights Reserved. This published material is for internal client use only. It may not be duplicated or distributed in any manner not permitted by contract. Any unauthorized distribution could result in termination of the client relationship, fines and

other civil or criminal penalties under federal law. BIA Advisory Services disclaims all warranties regarding the accuracy of the information herein and similarly disclaims any liability for direct, indirect or consequential damages that

may result from the use or interpretation of this information.

Rick Ducey, Managing Director, BIA Advisory Services

rducey@bia.com | (703) 818-2425