The Coalition for Innovative Media Measurement (CIMM) working with the Television Bureau of
Advertising (TVB) has engaged with marketers, advertising agencies and publishers within the local
TV investment community to promote improvements and updated Post Analysis Guidelines for
Local TV.
The local TV advertising industry has seen dramatic changes, but many of our practices and
guidelines for local TV post analysis have not changed in decades. Due to fragmentation of viewing
audiences and small sample sizes used to measure local TV, ratings and impressions in local
markets are subject to high levels of variability and statistical unreliability. To achieve reliable,
stable and accurate post analysis, CIMM and TVB have engaged leaders in the industry to develop
recommended Post Analysis Guidelines for Local TV.
