Change has always been a constant in the broadcast industry, but today it’s no longer just about where ads run — it’s about how performance is measured across platforms. As broadcasters head toward 2026, success increasingly depends on the ability to connect reach, targeting, and attribution into a unified view of performance.
To explore what that means for the industry, Rick Ducey, Managing Director at BIA Advisory Services, sat down with Bo Bandy, Marketron’s Vice President of Marketing, during NAB to discuss how broadcasters can think beyond impressions and better position themselves in an increasingly cross-platform world.
The conversation opened with political advertising and online sports betting — two categories that continue to shape local media revenue in different ways.
Political advertising remains cyclical but significant, requiring broadcasters to demonstrate both reach and accountability. “OTA is great for reach, digital for targeting, and CTV combines both,” Ducey noted, reinforcing the importance of understanding how these channels work together rather than in isolation.
Online sports betting, on the other hand, represents ongoing opportunity. As states legalize wagering, broadcasters benefit from categories that rely heavily on trusted local media. With many digital platforms restricting this type of advertising, OTA TV and radio continue to play a critical role — especially when performance can be measured and attributed across channels.
OTT and CTV were another key focus. While these formats resemble traditional TV ads, they introduce new expectations around targeting and measurement. CTV, in particular, sits at the intersection of brand safety, addressability, and performance — making it both a complement to and evolution of linear television.
As advertisers adopt more blended media strategies, broadcasters must be able to show how linear, digital, and streaming work together to drive outcomes. Attribution and cross-platform measurement are no longer “nice to have.” They’re essential to proving value and protecting broadcast’s role in modern media plans.
Streaming platforms themselves were also part of the discussion. The post-pandemic landscape has become more crowded, with some platforms struggling to find the right audience fit. As Ducey explained, not every streaming launch succeeds, often due to mismatches between content, audience, and consumption behavior.
For broadcasters, this reinforces the importance of focusing on audience alignment and measurable results, rather than chasing every new platform. Performance clarity matters more than platform novelty.
The conversation closed with a look at NextGen TV and its long-term potential. Ducey highlighted that for NextGen TV to become a true revenue driver, broadcasters will need the ability to support dynamic ad insertion and measurable outcomes. While widespread adoption isn’t there yet, it represents an important future opportunity — particularly for owned-and-operated inventory.
As agencies continue to demand stronger attribution and accountability, technologies like NextGen TV will play a growing role in how broadcasters prove performance across screens.
Why This Matters for 2026
Broadcast’s future isn’t about choosing between linear and digital — it’s about connecting them through performance, attribution, and insight. As media plans become more complex, broadcasters who can demonstrate cross-platform impact will be best positioned to win and retain advertiser dollars.
To hear more from Rick Ducey on where broadcast performance is headed and how measurement will shape the next phase of growth, watch the full episode of Beyond Impressions.
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