Analysis emphasizes the vitality of local broadcasting and critical themes driving advancement
New York, NY February 13, 2025 – The Coalition for Innovative Media Measurement (CIMM) and TVB today announced a new study that highlights innovations within the local television and video marketplace, with strategic recommendations and opportunities to foster a culture of continuous creativity and progress.
“The local broadcasting industry is at an inflection point thanks to rapid changes in viewing behavior, shifts in underlying technologies and content distribution strategies, and the proliferation of new measurement, data, and identity solutions,” said Jon Watts, Managing Director of CIMM. “As the local TV and video marketplace progresses, it’s imperative that we understand what propels advancements, the emerging innovations, and the roles that industry stakeholders play in this transformation. Our study highlights several creative and measurement innovators in the local video advertising space who are pushing the boundaries of traditional strategies to meet the growing demand for more precise targeting, addressability, measurement, and accountability, and deeper audience engagement.”
CIMM and TVB’s “Local TV and Video Innovation Showcase” is a comprehensive analysis of case studies from 16 innovators in the marketplace, including: AdImpact, Ampersand, Comcast Effectv, Comscore, Consumer Orbit, Dentsu, Gray Media, HyphaMetrics, Madhive, Magid’s AD.VANTAGE AI, Nexstar Media Group, New York Interconnect, Run3TV, Spectrum Reach, Tunnl and Who’s Watching TV.
As a result of the analysis, the study uncovered six areas where innovation is paving the way for better technology, enhanced audience connection, and improved advertising effectiveness for local TV and video businesses:
- Measurement: The use of cross-platform campaign measurement tools and advanced capabilities like Automatic Content Recognition (ACR) help local advertisers garner a comprehensive view of media consumption across all platforms – providing actionable audience behavior insights and precise, person-level data across markets to better understand and optimize reach.
- Attribution: Multi-screen attribution capabilities allow advertisers to link their local TV campaigns to offline customer actions, providing a clear picture of the return on ad spend.
- Cross-Platform Digital Campaigns: With real time cross-platform campaign metrics, local advertisers can leverage a unified view of performance across both linear and digital platforms – enabling greater optimization and effectiveness across multiple channels.
- Data Integration and Audience Insights: By shifting focus from traditional demographics to the integration of diverse data sources – for example, the combination of TV viewing data with website retail activity – local advertisers can target consumers with actionable audience insights and enhanced precision.
- Content Delivery and Engagement: A data-driven approach to TV across linear, addressable, and streaming powers highly effective targeting across advertising campaigns – empowering advertisers to deliver precise, hyper-local campaigns that drive incremental audience engagement and sales.
- Operational Efficiency: Best practices like streamlining data reporting for swift analysis and providing local ad sales teams with instant, high-quality marketing content improve workflow efficiency, strategic decision making, and overall business productivity.
“Local TV and video remain a foundational element of the viewer experience, which is why innovation is imperative in maintaining its relevance in a constantly evolving market,” said Hadassa Gerber, EVP Chief Research Officer, TVB. “What we’ve found is that the industry continues to meet new challenges with resilience, redefining what’s possible in local broadcasting and cementing it as an invaluable component of the TV and video landscape at large. It’s an exciting time for the market, and TVB is proud to be a part of this collective effort to adapt and thrive.”
The Local TV and Video Innovation Showcase, co-authored by industry experts Patti Cohen and Matt Ross, is the result of ongoing industry analysis driven by CIMM’s Local TV Measurement Working Group of local TV experts that defined the purpose and scope of the study.
To read the full report and learn more about CIMM and the TVB’s Local Innovation Initiative, visit the CIMM website or TVB website.
About CIMM
The Coalition for Innovative Media Measurement (CIMM) is a non-partisan, pan-industry coalition focused on cultivating improvements, best practices and innovations in measurement and currency, new metrics and approaches to understanding the value of media, and data collaboration and enablement. CIMM’s members include leading networks, studios, streamers and programmers, MVPDs, TV OEMs and OS providers, major digital businesses, agencies, measurement and data providers, trade bodies and consultants. CIMM is a subsidiary of the Advertising Research Foundation and adheres to the ARF’s principles of scientific rigor, objectivity and evidence-based research.
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 the U.S. television stations, television broadcast groups, advertising sales reps, syndicators, international broadcasters and associate members. TVB actively promotes local media marketing solutions to the advertising community and works to develop advertising dollars for the medium’s multiple platforms, including on-air, online and mobile. TVB provides a diverse variety of tools and resources, including its website, to support its members and to help advertisers make the best use of local ad dollars.
