WPLG Moves To Impressions-Based Ad Sales

Berkshire Hathaway’s ABC affiliate WPLG, Miami-Fort Lauderdale (DMA 16) is changing to transact advertising-sales agreements based on audience impressions, rather than ratings. Impressions allow advertisers an easier way to purchase schedules across all of its advertising platforms — traditional linear TV, livestream, on- demand, over-the-top and other digital advertising.

Paul Wasserman, WPLG’s general sales manager, said: “This isn’t so much a change as much as it is adapting to the current times. Advertisers want to know the number of people they are reaching. Impressions allow us to accomplish this and recognize our audiences across all platforms while still remaining accountable for deliveries.”

The station added: “Impressions support the consumer evolution to cross-platform viewing, and extend our overall reach as consumers follow the WPLG brand beyond the TV screen. Our advertisers have the advantage of WPLG-ABC, MeTV, H&I and our digital and social platforms including Local10.com, Local 10 App, Weather and Hurricane Apps and OTT streaming on AT&T TV Now, PlayStation Vue, YouTube TV and Hulu Live TV. On-demand digital experiences are offered on OTT connected devices using Amazon Fire TV, Roku, Apple TV, Samsung Smart TV and Android TV. Plus, Alexa and Google Home feature WPLG’s Weather Authority updates and news briefs.”

“We are eager to be a part of accelerating industry change to a single currency for all-inclusive measurement and effectiveness across all platforms,” said Bert Medina, president-CEO of WPLG.