Nielsen Sets 2022 Pivot to Impressions-Based Local TV Buying

Measurement firm also plans to add broadband-only homes into its metrics

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Nielsen is shifting local TV from ratings-based buying and selling to impressions-based buying. In January, the company will move to impressions-based buying and selling in local markets across the country, it said today.

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At the same time Nielsen will shift to impressions-based measurement, it will also also add broadband-only homes as part of Nielsen’s local measurement metrics. That move to impressions, and the addition of broadband-only homes, means media buyers and sellers will be able to rely on more precise audience measurement that measures viewership across more devices and platforms, as broadband-only homes will increase Nielsen’s reporting sample sizes significantly and capture impressions that may be missing in ratings-based measurement.




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