TVB Calls for Transition to Impressions-based Local TV Currency

Television Bureau of Advertising, Inc. (TVB), the trade association of America’s local broadcast television industry, announced today it is leading an industry charge to convert local broadcast audience measurement from a ratings-based to an Impressions-based measurement system. Local TV broadcasters have coalesced around making this currency shift, and TVB is spearheading the initiative to educate all stakeholders, including media agencies, on the advantages of moving from ratings to Impressions, and to provide guidance on the implementation. [ABSTRACT FROM PUBLISHER]