Cox Media Backs Impressions-Based Currency

Paul Curran, EVP, Television for Cox Media Group, today released the following statement on impressions-based selling and buying for local broadcast television:

“Utilizing thousands (aka impressions) rather than ratings to evaluate local broadcast TV viewing provides buyers with both a richer and more granular understanding of the viewers and consumers seeing their local spots.

“Thousands-based buying enables a buyer to access hidden audiences and thereby purchase a greater variety of programs — both extending reach and providing greater targeting for their advertiser clients. Audience level selling and buying is the future of local broadcast TV and Cox Media Group fully supports the adoption of thousands as the currency that enables it.”