“It’s a pivotal time for local TV,” notes TVB President/CEO Steve Lanzano.
Indeed, with the new fall season about to start and excitement about ATSC 3.0’s future possibilities – including addressable advertising – there are many who believe broadcast television stands on the precipice of a grand transition.
It’s a shift that begins, as Lanzano sees it, with a wholesale shift in how TV is measured.
NBCUniversal on Sept. 11 announced it is on board. On Wednesday morning (Sept. 18), Hearst Television followed suit. CBS and ABC are ready to make the move.
But, are marketers and advertisers ready to embrace TV’s transition from a ratings-based audience measurement system to an impressions-based technique, and within months?