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.

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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A number of TV station groups have now joined NBC, recently making the move to using viewer impressions -- shifting from TV ratings to sell advertising.
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“The use of impressions takes the friction out of buying local TV and combining it with other platforms,” said TVB's Hadassa Gerber.
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In recent weeks, local TV stations have declared they intend to stop using traditional ratings to account for viewership of their programming, vowing instead to rely on total viewer impressions, which count all ways a show is consumed, linear or otherwise.
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“We’re committing to use total audience impressions across all of our markets,” said Hilton Howell, Jr., executive chairman and CEO of Gray, in accepting his award as B&C Broadcaster of the Year during TVB's Forward conference.
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Broadcast groups are moving away from ratings to begin using impressions- this fundamental change, championed by TVB and their Local TV Impressions Campaign, reflects the industry’s need to capture and measure the ever-evolving behavior of viewers who consume content across platforms and devices.
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"All other media are being transacted on impressions, even network TV," said Steve Lanzano, president and chief executive officer of TVB. "For us to be able to integrate all of the assets we have and put together an integrated package for an advertiser, we need to go from percentages to actual impressions."
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