Exciting work for local TV.
Today, the Coalition for Innovative Media Measurement (CIMM) and the Television Bureau of Advertising (TVB) issued new industry guidelines for local TV advertising, designed to support reliable, stable and accurate post analysis. Post analysis is a critical component of a successful advertising market, comparing the projected (or target) rating – the buyer and seller’s agreed upon audience prior to the ad running – to the measured rating after the ad runs. The new guidelines are designed to deliver real, practical change in the local marketplace, shifting the industry away from the practice of day and date post analysis. Ratings instability has a significant impact on the market, penalizing local stations because of unreliable measurements, not because they have under-delivered the target audience. Our hope is that the new guidelines help to address this challenge. These guidelines are part of a wider program of work undertaken by CIMM and the TVB, to support the local marketplace. In the coming months, CIMM and the TVB will also release a Statement of Requirements for Local Currency Providers and a Local TV Innovation Playbook, showcasing the latest innovations in measurement and currency development, new metrics, and data collaboration across the local TV and video marketplace. I want to thank Hadassa Gerber for her partnership and untiring devotion to supporting the local marketplace, and Joan FitzGerald, who has done a brilliant job supporting the development of these new guidelines. We also want to thank the Project Steering Group for their invaluable support and expert guidance. To find out more and to get involved in our work supporting the local market, contact: info@cimm-us.org. You can read more about the guidelines here: https://lnkd.in/dV6h-ux9