Graham Media Group says the move “will provide a common audience-measurement currency across all platforms which simplifies the assessment of cross-platform media campaigns.”
Media-buying biggie Interpublic’s Mediabrands is making a case for the local TV advertising marketplace to shift from conventional TV ratings to “impressions-based trading.” The recommendation comes as the local TV audience measurement marketplace is in disarray, with the broadcast industry balking at Nielsen’s efforts to introduce a new “hybrid” measurement format that would, among other things, integrate broadband-only households into Nielsen’s local TV audience panels.
