New industry guidance outlines expectations for local TV and local video currency measurement, with companion buyer materials and supporting video interviews
NEW YORK, May 4, 2026 – The Coalition for Innovative Media Measurement (CIMM), and TVB, today announced the release of the Guidelines for Local TV/Video Currency Measurement, a new industry resource designed to clarify what buyers, sellers, and measurement providers should expect from currency measurement solutions intended for the local TV and local video marketplace.
Developed through industry collaboration and informed by buyer and seller input, the guidelines are intended to provide a practical framework for evaluating whether local measurement solutions are fit for market use. The goal is to support a more consistent, informed, and transparent approach to local currency measurement as the marketplace continues to evolve.
The guidelines are built around three core principles:
- Inclusive Measurement should reflect the diversity of local audiences, the full range of ways viewers access local TV and video content, and the realities of markets of different sizes across the United States.
- Transactable Measurement should be stable, reliable, and suitable for use in forecasting, audience guarantees, post analysis, and the operational requirements of buying and selling local media.
- Transparent Measurement providers should clearly disclose methodology, communicate changes in advance, support auditability, and provide the market with enough information to evaluate how a service works and how results should be interpreted.
“Local TV and local video remain important parts of the advertising marketplace,” said Jon Watts, Managing Director, CIMM. “As such, the industry will benefit from having a clear, practical framework for evaluating whether measurement solutions are truly ready for local use. These guidelines are intended to help create that shared reference point.”
In addition to the guidelines, CIMM and TVB released a companion Buyer’s Guide, designed to help sellers and buyers and other industry stakeholders translate the framework into a practical provider review process. The Buyer’s Guide includes due diligence questions and review areas that can support more consistent evaluation of local currency services.
“Local market transactions have specific requirements, and those requirements are not always addressed by broader measurement discussions,” said Hadassa Gerber, EVP Chief Research Officer, TVB. “This work is meant to give the market a more useful standard for assessing whether local TV and local video currency solutions are inclusive, usable, and transparent.”
To download Guidelines for Local TV/Video Currency Measurement and the Buyer’s Guide, visit the CIMM and TVB websites.
About CIMM
The Coalition for Innovative Media Measurement (CIMM) is a non-partisan, pan-industry association of companies from across the media and advertising ecosystem, focused on cultivating and supporting improvements, innovations and best practices in measurement and currency development, the use and application of new metrics, and data collaboration. CIMM’s role is to convene stakeholders, illuminate emerging issues, and help the marketplace make informed decisions. CIMM embraces the entire media and advertising ecosystem and prioritizes effective collaboration to deliver meaningful change.
About TVB
TVB is the not-for-profit trade association representing America’s local broadcast television industry, including linear and digital platforms. Its members include U.S. television stations, broadcast groups, advertising sales reps, syndicators, international broadcasters, and associate members. TVB promotes local media marketing solutions to the advertising community and works to develop advertising dollars across multiple platforms, including on-air, online, and mobile. TVB provides a variety of tools and resources, including its website, to support members and help advertisers maximize local ad dollars. For more information, visit www.tvb.org
