Impressions Industry News

In the era of multiple platforms, the way to evaluate viewership must also evolve. The use of Impressions ensures that all viewers on all screens are counted. Using Impressions simplifies how we evaluate media across platforms and makes it easier to include local TV in the cross-platform consideration set.

Impressions recognize all TV audiences, resulting in the inclusion of a greater variety of programs – both extending reach and providing greater targeting for advertisers.

Impressions allow for more precise reporting of program performance and post-buy evaluation.

Moving to Impressions will facilitate and enhance the benefits of Automated TV, which takes the friction out of the local TV buy/sell process and paves the way for more sophisticated use of audience data.

Local TV broadcasters have coalesced around making this currency shift, and TVB is spearheading the initiative to educate all stakeholders, including media agencies, on the advantages of moving from ratings to Impressions, and to provide guidance on the implementation.

A move to impressions will facilitate the easy inclusion of local TV into multiplatform buys and offer proof of performance.
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The availability of viewing data has opened up new possibilities for buying and selling premium TV inventory in a new way that better reflects how viewers interact with content today and how advertisers want to engage those viewers.
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NBC and Telemundo TV stations have formed a partnership with TVSquared. The partnership aims to provide more information about results from commercials to advertisers at a time when local outlets face more competition for their dollars.
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With an impressions-based ad model, marketers will be able to more easily include local broadcast TV in cross-platform campaign planning — and more quickly assess performance.
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Local broadcast TV is moving away from ratings and toward impression-based selling. This enables local broadcast to be part of cross screen buys along with CTV and digital video, and unlocks audiences previously not counted under the ratings system.
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In 2020, this movement towards impressions-based measurement will continue to increase so that TV can keep up with its digital counterpart often seen as the "most measurable medium.”
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Local TV broadcasters have an answer for advertisers looking for more opportunities to invest in brand-safe, premium video: multiplatform campaigns that include spots in linear TV, OTT, online and mobile.
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Nexstar Media, which operates nearly 200 stations across 115 different markets, intends to rely on counting unduplicated audience impressions, and using those numbers as the critical element in how many people view programming.
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From a trickle to a tidal wave, industry support has rapidly grown for shifting to impression-based buying and away from one built on ratings points.
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WPLG-TV, the ABC affiliate in Miami, will be selling advertising based on audience impressions, rather than traditional ratings, allowing advertisers an easier way to purchase ad schedules across the platforms and screen it sells, including linear TV, livestream, on-demand, over-the-top and other forms of digital media.
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