Consumer Interest in NextGen TV Explodes

Pearl TV, a marketing interest group for the broadcast industry, recently released a report that says consumer awareness of the NextGEN TV standard is increasing at a rapid pace.

Consumers Want NextGEN TV

Research firm Magid studied the effectiveness of a Pearl TV marketing campaign over live TV that announced “the future of television has arrived.”

The new marketing effort was introduced in November of 2020 in six Designated Market Areas. Atlanta’s Hot House agency created high-tech, exciting advertising. The ads communicated the many advantages of NextGen TV, encouraging viewers to visit the website for more information.

This marketing, combined with actual on-air performance beginning in 2018 in Phoenix, ensured word-of-mouth consumer information growth, spreading out from a highly-traveled part of the country.

By March of 2021, over 25 markets across America were on the air with NextGen TV, driving Magid findings like these among those who viewed the Pearl TV spots:

  • 60 percent are likely to buy a NextGen television within two years
  • 25 percent had already heard of NextGen TV
  • 73 percent had almost no negative response to the ads

Over 40 more markets are expected to come on air with NextGen TV by early 2022.

Features Make the Difference

According to Pearl TV Managing Director Anne Schelle, consumers are most enthusiastic about the full range of features and quality improvements provided by the new technology, also known as ATSC 3.0, citing such factors as:

  • Dolby Atmos immersive audio, already used in theaters, games and phones
  • 4K high-resolution video for a theater-like experience
  • Volume that stays consistent when changing channels
  • Voice boost so actors aren’t drowned out by soundtracks
  • Interactive features for sports, concerts and other live events


Broadcasters Get Features, Too

With lockdowns increasing exposure to digitally-powered content, consumers now place more value on high quality sound and video than before. More time spent watching interactive content and video games has resulted in a willingness to invest in NextGen-equipped televisions, and that has benefits for broadcasters as well.

Katie Larson, Magid Vice President of Brand Strategy & Innovation, points out that NextGen features line up nicely with quarantine-driven changes in entertainment preferences. For broadcasters, that means ever-growing capabilities for granular targeting of advertising at narrower market segments.

Because of the digital, network-powered nature of the new technology, stations can track viewer habits and interests, tailoring which ads appear to which people, much the same as search engines and websites do now. Consumers benefit by more relevant programming and advertising, improving satisfaction. Advertisers improve the success rate of their efforts, meaning higher rates for broadcasters.

What Does the Future Hold?

From the first on-air trials of ATSC 3.0 in Phoenix in 2018, through the introduction of NextGen-equipped televisions and set-top converter boxes at the 2020 Consumer Electronics Show, to the anticipated opening of dozens more markets over the near future, NextGen TV has demonstrated explosive growth. Clearly this is an idea whose time has come.

Available over free air on existing antennas, the barrier to entry is very low. Consumers are ready and waiting for higher quality and audio, interactive live events and the ability to cross over with internet features. Broadcasters and technology retailers are ready for a huge expansion in revenue, market share and consumer satisfaction.

It looks like everyone is going to get what they want. Learn more about NextGen TV at