Nexstar, the No. 1 owner of local TV stations, is making a significant shift in its approach to negotiations with advertisers, ditching traditional ratings in favor of a “cost-per-impression&…
, the No. 1 owner of local TV stations, is making a significant shift in its approach to negotiations with advertisers, ditching traditional ratings in favor of a “cost-per-impression” model., incorporates digital, mobile and streaming viewing along with traditional linear broadcast tune-in. Broadcasters — particularly local stations — have been feeling the effects of the larger migration of viewing toward online platforms.
“This strategic move represents the next step in the natural evolution of audience measurement,” Nexstar Broadcasting president Tim Busch said in a press release. “Our sales force will be able to talk to all advertisers—big or small, national or local—in an informed, fact-based manner about maximizing the reach and effectiveness of their spending across every available media channel and every viewer will be counted, no matter where or when they watch.
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