Executives from Dentsu, Publicis Media, UM Worldwide and E.W. Scripps entertained the prospect of buyers and sellers being their own source of TV audience data in a panel at TVNewsCheck’s TV2025 last week, prompted by the industry’s threadbare patience with Nielsen.
Executives from the E.W. Scripps Co., Dentsu, WABC New York and WideOrbit will look at how leading media buying agencies are targeting beyond traditional demographics in a TVNewsCheck Working Lunch Webinar on July 28. Register here.
With the pandemic’s duration uncertain, top ad buyers and sellers say some national clients are shifting buys to local, while per performance, automation and OTT sales are helping towards a recovery. Read the story and/or watch the full video above.
“In our current multiplatform world, everything is now being sold on an impression basis except linear TV,” says TVB President Steve Lanzano. “We want local TV stations and the ad agencies to be able to sell and buy that way, too. We have been working with the buying agencies for some time behind the scenes and now we are going public.”