NBCUniversal Announces Official Rollout Of Impressions-Based Local Ad Buys

“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. 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. As always, our teams are ready to work hand-in-hand with local advertisers to deliver successful campaigns across all DMAs.”
– Frank Comerford, Chief Revenue Officer, NBCUniversal Owned Television Stations, NBCUniversal

“Moving to impressions brings the added benefit of eliminating zero cell quarter-hours, which had previously resulted in a reduction in inventory. Ratings, unlike impressions, are held to Nielsen’s minimum reporting standard thresholds. Ratings that do not meet these minimums are reported as zero viewership, while impressions are reported when viewing occurs in all quarter hours, effectively adding back anywhere from 5-20% of viewers depending on the daypart. This provides additional inventory for agencies and clients to reach their impressions goals on buys.”
– Michael Chico, Executive Vice President of NBC & Telemundo Owned Television Station Sales, NBCUniversal