ABC Owned TV Stations Back Impressions-Based Ad Currency

Debra O’Connell, president, networks – Disney Media & Entertainment Distribution, The Walt Disney Co., released the following statement today on impressions-based selling and buying for local broadcast television:

“Today, the ABC Owned Television Stations provide best in class content that serves our communities on a variety of video platforms, including linear, digital and OTT. Marketers with local strategies want to build multiplatform campaigns and need a common currency to do so effectively. Using an impressions-based currency to evaluate, sell and buy local broadcast video enables us to offer our advertisers full visibility into local audiences and extends the overall reach of their messaging across platforms. The ABC Owned Television Stations fully support the adoption of impressions as the currency for local broadcast TV.”