“This could be an opportunity to take advantage of a very robust market,” Lacy said. Before, Meredith, which reached only 10% of households via its network affiliates, didn’t always win those political budgets. The combined company reaches 30% of US TV households, putting it in a stronger position.
Meredith Media General will have revenues of $3 billion annually, $500 million of which will come from digital. Meredith Media General plans to leverage the video expertise from the network affiliates to expand digital video production among the new company's properties. It will also use the ad tech capabilities of Meredith's Selectable Media, which specializes in video and native advertising, across an expanding array of its properties.