Nexstar Move To Impressions For Ad Sales Could, Finally, Be Harbinger For All Broadcasters

Nexstar, the nation’s biggest owner of broadcast stations, said it’s dumping traditional ratings for a new cost-per-impressions system. That approach, developed with comScore, is designed to capture all the views its shows receive across digital, mobile, streaming and, oh, yeah, that traditional linear broadcast thing that some people still watch.

“This strategic move represents the next step in the natural evolution of audience measurement,” Nexstar 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. In addition, advertisers will be able to universally target their customers regardless of the distribution platform and monitor the results through unduplicated audience measurement.”

Whether the Nexstar-comScore approach will actually be able to capture data across all those platforms, and be accepted by advertisers as the basis for what they pay, are worthwhile questions.

But the bigger, more important question may be what’s taking so long for everyone else to do this, or something like this, as the media business gets turned upside down by technology, particularly in legacy areas such as broadcasting?

Read more here.

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Dear Fellow LPTV Broadcaster and Industry Leaders,

The auction has ended and most of us are still here.  While it was not only our hope but the hope of many others that the auction would not take place . . . it did, but it did not have the devastating effect that it might have had. 

The world after the auction looks different and amazingly so has a very bright future!

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That’s why it’s more important than ever that you join the Advanced Television Broadcast Alliance.  Our board of directors have a combined 500+ years of experience which beginning with your membership we are going to start making more available to our members on an increasing basis.

Soon as an ATBA member, you will be eligible to start tapping into not only this brain trust through unique services available only to our members but regular news updates regarding our collective broadcast future.  We are exploring new ways to tap into information from Washington as well as important updates that will benefit you right there where you live.

The need for the ATBA has increased with the new opportunities that are becoming available for those of us who still know that the future of LPTV, Class A and Translators is bright!  Are you selling your station to local sponsors?  Are you maximizing your spectrum to the advantage that you truly can?  Are you struggling with FCC rules and regulations that you either don’t understand or can’t get explained?

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In addition we are still working with the true decision makers in Washington.  Your ATBA has earned the respect and the ear of the true movers and shakers that continue to shape our collective broadcasting future.

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We’re making it affordable because it’s a win – win!  When you join, you’re going to receive more than just the benefits listed above but also you’ll be aligning with hundreds of others who, like yourself, have a vested interest in the continued forward movement of free, over-the-air broadcasting.  It’s a win for your ATBA because we will increase our strength through numbers as we grow together.

So what’s the next step?  If you’re ready follow this link https://www.broadcastingalliance.org/join-us/ to sign up.  If you have more questions please don’t hesitate to call a member of the ATBA board of directors by calling this number (877) 214-4277.   You’ll get a rapid response!

Thanks for taking the time to read this note and for your ongoing passion for the future of communication in this great country.

Respectfully,

The Board of Directors – The Advanced Television Broadcast Alliance