More than a few smaller market stations did this years ago, more as a matter of economics than anything else..
Now the big boys are getting into the act.
Axios reports that all NBC and Telemundo-owned local TV stations will use impressions instead of traditional ratings points to measure an ad campaign’s effectiveness.
The new process begins this week.
“This is a game-changer for local,” says Frank Comerford, the chief revenue officer and president of commercial operations for NBCUniversal Owned Television Stations.”We need to do this and should’ve done it a long time ago but no one wanted to upset the apple cart. But now, the risk isn’t upsetting marketplace, it’s missing the marketplace.”
TV is finally getting on board with a method virtually every other ad-dependent business relies on – CPM (cost per impression) – rather than ratings.
Our viewing habits have radically changed so it would follow that measuring those habits should change as well.
Personally, we can’t remember the last time we watched a program in real time.
Most local TV stations have websites and apps that distribute content on multiple platforms besides live, linear broadcast, but an antiquated ratings system has made it hard for them to sell against any kind of digital viewership.
Expect the other networks to quickly follow suit.
And could the end of those superannuated sweeps periods be far behind?