is adopting a way of transacting advertising buying and selling that is favored by many top local TV station groups.
Many large local station groups and trade organizations have pushed for impressions-based buying and selling in local markets. Centering on impressions and costs-per-thousand, or CPMs, is a departure from instead target rating points or cost-per-points , which long formed the foundation of local broadcast media.The move to an impressions-based currency will deliver “a more complete, precise and representative audience measurement,” Nielsen said in its announcement.
“We believe the move to impressions and the integration of BBO homes into local measurement metrics is critical to making sure that every viewer is counted,” Nexstar CEO Perry Sook said. “It also enables buyers and sellers to make comparisons across all video across platforms, gives them the most complete view of audience consumption and behavior, and facilitates automated buying.”
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