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.