NBCUniversal shifts stations to impressions-based buying

NBCUniversal has announced a dramatic shift in its advertising strategy which will see its local and regional channels move to 100% impressions-based buying for local campaigns.

As of April 1, NBCU’s 42 NBC/Telemundo stations along with seven regional sports networks will be measured using CPMs only.

The announcement builds on an ongoing effort from NBCU to invest in the future of ad measurement. This ranges from cross-platform solutions such as CFlight to impact-based capabilities including Total Investment Impact. The broadcaster said that this move to 100% use of impressions, instead of traditional ratings points, by stations and RSNs will enable marketers to plan holistically across platforms and screens, and will more accurately showcase the increase in viewers as a result of the addition of BBO households. 

Frank Comerford, Chief Revenue Officer, NBCUniversal Owned Television Stations, NBCUniversal, said: “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. Utilising 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.”