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.

Graham Media Group says the move “will provide a common audience-measurement currency across all platforms which simplifies the assessment of cross-platform media campaigns.”
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CBS’s Marenghi and ABC’s McMahon say they welcome the TVB’s plan to transition to impressions-based local TV currency.
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Hearst Television will switch to conducting advertising sales based upon audience impressions – the sole metric which serves as a common currency across all video-viewing platforms.
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In the near future, the negotiating currency when buying local TV advertising is expected to change. TVB is recommending to the advertising community to begin using audience impressions as the basis for striking ad deals rather than TV ratings. According to BIA Advisory Services, local broadcast TV will generate $17.3 billion this year in ad dollars.
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Broadcast television stands on the precipice of a grand transition with a wholesale shift in how TV is measured.
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“In our current multiplatform world, everything is now being sold on an impressions basis except linear TV,” says TVB President Steve Lanzano. “We want local TV stations and the ad agencies to be able to sell and buy that way, too. We have been working with the buying agencies for some time behind the scenes and now we are going public.”
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While the message from Nielsen to TV is: It’s up to you, Matt O’Grady, Nielsen’s chief commercial officer, laid out a strong case for why advocates of impression-based buying have the data on their side.
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All NBC and Telemundo-owned local TV stations will use impressions instead of traditional ratings points to measure an ad campaign’s effectiveness, according to an agency pitch document obtained by Axios.
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The move to impressions-based buying, says Steve Lanzano, TVB president & CEO, is to find better ways to allow advertisers to buy across multiple local outlets – including linear, web sites and streaming services.
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