Advertising for the new over-the-air (OTA) and over-the-top (OTT) ATSC 3.0 NextGen TV hybrid broadcasting system resonated well with consumers over the holidays, according research conducted by Magid.

The marketing campaign, which debuted on local television stations in 17 major U.S. markets over the holidays, was supported by Dolby Laboratories and Pearl TV’s business group. The latter is the broadcaster coalition managing the rollout of the new broadcast platform.

The campaign heralded the arrival of “the future of TV” and ran from November through the holidays, and will continue with new creatives through 2022, the group said.

The spots provided educational information on the new system and advocated consumers get to a store to either buy a NextGenTV or to get more information about the standard that is starting to appear in more and more compatible smart TVs.

The Magid research tested the effectiveness of the campaign that hyped the new way to watch live, over-the-air TV in seven of the markets.

Among the findings were the following:

  • Forty percent of consumers were aware of NextGen TV, up from 25% last year among those in markets where it is available;
  • Seventy-four percent of those who viewed the ads said they were likely to purchase a NextGen TV from TV manufacturers featured called out, up from 60% in 2021. Some30% of those said they went on to purchase a NextGen TV;
  • Sixty percent said they were more likely to purchase a NextGen TV after seeing the innovation and value in Dolby’s supported audio technology;
  • Seventy percent were attracted to the fact that NextGen TVs are designed to be upgradeable with new technology advancements.

“This effort reveals not only the value and adoption of NextGen TV by broadcast stations, but how consumers’ increased awareness and interest in NextGen TV is moving them to purchase—no matter what content configurations or streaming platforms already exist in the household,” said Pearl TV Managing Director Anne Schelle. “We anticipate with additional TV manufacturers and retail participation in this brand campaign, consumer adoption will increase exponentially. With such compelling data, broadcasters have a tremendous opportunity right now to capitalise on the value that NextGen TV delivers to their viewers and their business.”

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“Our mission at Dolby is to immerse audiences in the stories they love while empowering creatives with tools to do their best work,” added Mathias Bendull, vice president, Living Room, Dolby Laboratories. “In the case of NextGen TV, we have an opportunity to put our powerful sound technology in front of consumers in a new way – delivering value to the broadcast industry and elevating consumer experiences when they are watching television.”

For additional details, the campaign includes a consumer-friendly website that explains the new technologies and includes an updated listing of cities now offering NextGen TV services and those expected to launch over the course of 2022. It provides a list of brands carrying ATSC 3.0 supporting TVs including: LG Electronics, Samsung, Sony and, later this year, Hisense.

The ads also play up the NextGen TV logo that provides an immediately recognizable indicator of NextGen TV support, distinguishing supporting models from non-supporting smart TVs.

Pearl TV said ATSC 3.0 broadcasts are now available in nearly 50 markets, and are expected to reach 80% of U.S. households by the end of the year.

Other NextGen TV benefit hot points with surveyed consumers included the following:

Consistent sound levels from channel to channel;

Enhanced internet content enabling viewers to get the most out of news, sports and events;

Movie-theater quality audio through Dolby AC-4 technology only found on NextGen TVs;

Stunning 4K, high dynamic range (HDR) video.

“These results don’t just show that NextGen TV is steadily ticking up in adoption and interest—it proves it’s gaining by leaps and bounds,” stated Bill Hague, executive vice president of the Media Strategy Group at Magid. “This is underscored by the fact that consumers are increasingly looking to their local broadcast stations to provide NextGen TV services, they want TVs to come with NextGen TV capabilities, and that they want to be a part of the future of television.”

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By Greg Tarr

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