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:
1) Local – 37%
2) Cable – 28%
3) 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
