Nexstar will move to impressions-based advertising measurement as of Jan. 1, 2022. The change comes as Nielsen readies the incorporation of BBO homes into local measurement and its own migration to impressions-based buying and selling.
More than 70% of media buyers in the U.S. and three other key markets agree that all forms of TV should be sold on impressions, according to a report from TVSquared. Three-quarters of all marketers agreed that TV is now defined as including linear and CTV/OTT platforms, and that legacy currencies and practices are impeding the innovation of what advertisers can do with converged TV.
“Now is the time to transition to a universal language of impressions. Katz supports the industry adoption of impressions for linear TV to enable cross-platform campaign integration at the local level,” Leo MacCourtney, President, Katz Television Group
Debra O’Connell, president, networks – Disney Media & Entertainment Distribution, released a statement on impressions-based selling and buying for local broadcast TV.