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State of the Screens

FCC Reverses Obama-Era Limits on TV Stations’ Owners

By March 22, 2018No Comments

Background — Previously stations groups operated under a regulation that capped them at 39% national audience share. This change should drive further consolidation.

Chart — I posted this on Twitter that showed the potential cap by broadcast group.

Immediate impact — More revenue opportunities for advertising as they are able to add more national brands as customers (larger footprint).

Long term impact — Improved economies of scale. Think combining local news (sports, etc.) for many markets into a national/regional product. Another idea would be further investments in data/tech such as user registrations to build out a direct relationship with consumers. Both moves make more sense when you have a larger footprint. Think Comcast and the X1 platform in the cable space.

Michael Beach

Michael Beach

Michael Beach is the Chief Executive Officer of Cross Screen Media, a media analytics and software company that enables marketers to plan, activate, and measure CTV and linear TV at the local level. Michael is also the founder and editor of State of the Screens, a weekly newsletter focused on video advertising that is a must-read for thought leaders in the advertising industry. He has appeared in such publications as PBS Frontline, The Wall Street Journal, The New York Times, Axios, CNBC and Bloomberg, and on NPR’s Planet Money podcast.