Local Broadcast TV: The Power of Selling with Impressions
Discover the significance of selling with impressions in keeping local broadcast TV competitive, relevant, and prepared for cross-platform success. Learn how impressions reflect viewer numbers, the challenges of transacting on ratings, the impact of impressions on program relevance, and the shift towards impressions in local TV transactions. Explore how impressions provide more accurate audience benchmarks in today's evolving media landscape.
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Presentation Transcript
Selling with Impressions The Key To Keeping Local Broadcast TV Competitive, Relevant, and Prepared for Cross-Platform
Impressions Reflect the Number of Viewers of a program. Ratings are the percentage of the Universe They Represent. When the universe changes, ratings change, even if the audience number stays the same. Impressions ensure that all advertising exposures will count regardless of the universe used 3 3 Viewers Rating Rating 25% 30% 10 12 Universe
Without Impressions It Doesnt Add Up Varying and changing universes across platforms, make transacting on ratings onerous If virtually all video transactions (including national TV) are here = 9 Impressions 5 1 1 2 + + + Why keep local TV transactions stuck here? = ? 25% 1 1 2 + + +
Dozens of Programs Are Rendered Irrelevant To The Buying Community Because Ratings Are Rounded To Zeroes But that doesn t mean no one is watching! All of these zero-rated programs deliver impressions, and can extend campaign reach. Philadelphia April 2021 Broadcast TV Adults 25-54 L+1 Rtgs to Tenth 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 Rtgs to 100th 0.04 0.04 0.04 0.04 0.04 0.04 0.03 0.03 0.03 0.02 0.02 0.00 0.00 0.00 Program Drama Reality Movie Game Show Court Talk Sitcom Drama Talk Drama Docu-series Drama Sitcom Movie Impressions 1,081 1,050 1,010 996 927 913 775 719 688 602 559 121 118 101 75% of all Broadcast programs fell below 0.45% 1 out of 5 Broadcast programs had a Zero rating when rounded to the tenth FYI: Cable ratings are much smaller 97% of all Cable programs fell below 0.45% 42% of Cable programs had a Zero rating when rounded to the tenth Source: Nielsen NLTV, A 25-54 Ratings & Impressions Broadcast Stations April 2021/Mon-Sun 3A-3A/Live+1
Impressions are more accurate What a difference impressions make Impressions Ratings 632 595 554 452 381 0.02 0.02 0.02 0.02 0.02 0 0 0 0 0 Drama Variety Show Court Drama Comedy Drama Variety Show Court Drama Comedy Rounded to the 10th Rounded to 100th Impressions Dallas April 2021 Broadcast Adults 25-54 L+1 Source: Nielsen NLTV, A 25-54 Ratings & Impressions Broadcast Stations April 2021/Mon-Sun 3A-3A/Live+1
Leadership agencies have moved to impressions When pitching new business how will prospects perceive agencies that are not forward thinkers? Spark s largest local TV clients have begun the transition to impressions and CPMS in the Spot TV Planning/Buying process. As streaming and other digital viewing options continue to grow, an Impressions based currency for local TV provides more accurate audience benchmarks that benefit Buyers, Sellers and Advertisers. Switching to impression-based buying was a clear decision for our clients as it enabled local TV to be part of multi-channel planning with impression-based delivery being the common currency. National TV, Advanced TV and digital are already bought using CPMs, this just makes it easier for local TV to be included. Kevin Gallagher, EVP Strategic Investment, Spark Foundry Yolanda Aquino, VP, Group Director Video/Audio Investment, GSD&M We transitioned to 100% impression buying for Q32021 placements. It was a seamless transition that allowed us to have visibility into additional areas that were never viable before when purchasing on GRP s. This has led to some added efficiencies in the marketplace. Nancy Larkin, EVP, Managing Partner LOCALOne Investment, DEI Impact Team Leader- Compensation, Benefits, Policies & Procedures As the landscape evolves and fragments, Local needs to evolve with it. Utilizing impression-based buying is a more forensic audience measurement that preserves an already reduced audience, which brings better accuracy when forecasting estimates. IPG media agencies made the switch to impressions in early 2019. Not only was it simple to do so, but it has given us a unique insight into true local audiences. Kathy Doyle, EVP, Local Investment, Magna Global Joe Cerone, EVP, Local Investment, Zenith
Local Broadcast Selling: Making The Case For Impressions Impressions ensure that all advertising exposures will count regardless of the universe used Impressions simplify how we evaluate media across platforms and make it easier to include local TV in the cross-platform consideration set. Impressions are actual audience numbers, not fractions of a universe that can be rounded to zero. Impressions include all viewers, offering a greater variety of programs both extending reach and providing greater targeting for advertisers. Impressions are more accurate, allowing for more precise reporting of program performance and post-buy evaluation. Local Broadcasters have embraced impressions Leadership agencies have already transitioned to impressions for buying Buying on impressions does not preclude planning on GRPs and reach.
