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State of the Screens

NBC local TV group will no longer use ratings to sell ads

By September 19, 2019No Comments

Big news: All NBC and Telemundo-owned local TV stations will begin measuring campaign performance with impressions rather than ratings.

Background: Advertisers have been using impressions to measure campaign performance for several years but had to convert everything back to age/gender ratings for pricing/reconciliation.

Two big opportunities for local TV from moving to impressions:
1) Sell more linear – 
Consistent measurement w/ all video advertising to maximize share of linear buy.

2) Sell more digital – Digital (CTV/OTT, etc.) inventory can be packaged with linear and sold to both traditional and digital media buyers.  Twice the demand = higher prices.

FYI: This will be a topic in my talk tomorrow at RampUp 😎

This move helps local TV with #1 and #3 since impressions are the preferred currency for digital video buyers.

TVB also announced that they are working w/ 800+ member stations to move toward impressions.

Quote from Perry Sook – CEO @ Nexstar Media Group:
“By simplifying the way we evaluate media across platforms, we think we will enable local TV to be included more in the decision-making process”

Television news consumption, according to Pew:
Local – 37%
Cable – 28%
Network – 26%

Podcast: Local media’s last lover

More #1: No Standing Still For Lougee And Tegna

More #2: Survey: Local TV Station Execs Frustrated, Want Faster, Streamlined Ad Transaction

More #3: Streaming: Friend or Foe to Local Markets?

Michael Beach

Michael Beach

Michael Beach is the Chief Executive Officer of Cross Screen Media, a media analytics and software company that enables marketers to plan, activate, and measure CTV and linear TV at the local level. Michael is also the founder and editor of State of the Screens, a weekly newsletter focused on video advertising that is a must-read for thought leaders in the advertising industry. He has appeared in such publications as PBS Frontline, The Wall Street Journal, The New York Times, Axios, CNBC and Bloomberg, and on NPR’s Planet Money podcast.

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