Why local TV is tuning into livestreaming advertising options

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As the need for streaming services increases, with local stations beginning to experiment with streaming sports programming, live-streaming advertising opportunities might soon be opening up. Thanks to political advertising, local ad revenues are expected to jump 5.2 percent in 2018, with local TV taking $20.8 billion, according to a forecast by local advertising researcher BIA/Kelsey. But there are no major national elections and no Olympics or World Cup scheduled for 2019 —meaning local TV sellers could benefit from a long-term move toward streaming sports.

Salt Lake streaming

One notable example is Salt Lake City's KSL-TV, an NBC affiliate that began streaming in February. A three-year deal between Major League Soccer (MLS) and Bonneville International lets viewers in the station's broadcast territory stream the Major League Soccer team “Real Salt Lake's” games. In April, the local station CBS Boston also let viewers stream Boston Marathon coverage.

For local stations, streaming such content while moving toward live-streaming advertising offers a way to overcome the limitations of traditional broadcast schedules.

The station also had an app. So far, the app has drawn 30,000-50,000 views per match, more than the team draws to its actual home matches. That allows the station to run ads it would not have been able to via broadcast.
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