OTA Digital Subchannels Are Outperforming Cable Networks




Over-the-air TV (OTA) is now outperforming many popular cable TV networks.

A Katz Media Group report found that with the growth of cord cutting many new over-the-air TV networks, such as Antenna TV, MeTV, Grit, and Laff, are now more widely available and beat cable in household ratings.

These digital subchannels are not just beating small cable networks you have never heard of, but they are also beating out networks such as A&E, FX, Lifetime, TLC, Bravo, and MTV. For example, MeTV is ranked 20th out of all cable and broadcast networks.

“People consider [digital networks] a last-tier option for an advertising investment when, in fact, they’re performing at or above a level of cable networks that are consistently considered for investment,” says Stacey Schulman, executive VP of strategy and analytics for Katz Media Group.

With this growth in audience more networks are investing in digital subchannels with new content to improve network quality and by rolling out to new markets. Recently it was reported that channels, such as Laff and Escape, are rolling out in over 40 new markets.

Source: Variety

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