NBC will switch to impression based ad model at its owned stations

Axios has obtained a document that appears to indicate NBC’s owned stations will switch to using impressions instead of traditional ratings points to plan and measure an advertising campaign’s effectiveness.

  • According to the document, the NBC and Telemundo stations the network owns will make the switch “immediately.”
  • The move will not have a direct effect the price advertisers pay.
  • Making this switch will allow the stations to account for advertising that runs not only on air but also embedded in its digital and mobile platforms.
  • In addition, the switch opens the opportunity for advertisers to better target audiences that may be too small to qualify for a “point” on traditional ratings scales.
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