NBCUniversal has announced modifications to its advertising strategy. The changes will result in changing its local and regional channels move to 100% impression-based buying for local campaigns. The decision as announced eighteen months after the conglomerate said it would be officially switching to local TV advertising deals based on Nielsen-measured impression data.
As of 1st April, NBCU’s 42 NBC/Telemundo stations along with seven regional sports networks will be measured through Impressions-based data, which will now be made via the cost-per-thousand impression (CPM) metric. "Our local businesses were among the first to put a stake in the ground around the move to impressions-based ad buys more than a year ago, giving local marketers a better currency for measurement," Frank Comerford, Chief Revenue Officer, NBCUniversal Owned Television Stations, NBCUniversal, said.
The decision correlates with its September 2019 announcement about plans for its stations to switch its “currency” from Nielsen-measured TV viewers/demographic ratings. The company granted additional time to certain clients and agencies who needed to evaluate how the changes will affect them. The time window is set to close in April.
The move will allow marketers to better plan across platforms and screens, more effectively showcasing the increase in viewers as a result of the addition of BBO households. "Utilizing impressions puts local TV on a level playing field with digital, since advertisers will no longer need to convert ratings to impressions in order to evaluate an overall ad buy," Comerford said. "As always, our teams are ready to work hand-in-hand with local advertisers to deliver successful campaigns across all DMAs.”
Our local businesses were among the first to put a stake in the ground around the move to impressions-based ad buys more than a year ago, giving local marketers a better currency for measurement. ” Frank Comerford Chief Revenue Officer, NBCUniversal Owned Television Stations, NBCUniversal