Executives from NBCUniversal Local (Frank Comerford, above), Tegna, Sinclair and Hearst told a TVNewsCheck webinar they’re bedeviled by persistent gaps in the available buying/selling pipeline, which have bogged down the transaction process and added to their expenses. Those woes are leading some broadcasters to bring more of their automated functions in house.
Linear TV organizations tend to set their advertising rates manually, too infrequently and without the historical data that would enable them to optimize revenue. Too often, this adds up to under-valued inventory and a tremendous missed opportunity. Rate card automation saves time and effort and introduces yield management tools that permit company executives to see areas of potential growth and opportunity.