The Big Push to Impressions for Local TV is (Finally) Reaching Critical Mass

As an NBC affiliate researcher many years ago, nothing disappointed me more than opening up a local market sweeps book and seeing hashmarks instead of ratings.  That meant that the ratings performance fell below minimum reporting standards. But we all knew that there were some impressions there that could be reported… if we reported on impressions.

Local TV has traditionally relied on ratings for transactions, understanding that the reliance on ratings obscured some of the valuable yet smaller audiences delivered in certain markets. This is why I am happy to report that, finally, there is a cogent industry movement afoot to change the transactional measurement from ratings to impressions in Local TV. The TVB recently announced their commitment to the cause along with support and advocacy from Nielsen. 

For Catherine Herkovic, Executive Vice President, Managing Director Local TV, Nielsen, a movement to impressions based transactions is not only common sense but also part of Nielsen’s value as a measurement company. “Nielsen has always done impressions based measurement. Impressions are the foundation of all of the calculations of everything we do. The raw materials we send out is impressions and always has been,” she explained.

Why Then Ratings? Why Now Impressions?

“National has always transacted on impressions and some ask, so why hasn’t Local?” Herkovic queried. “That’s because ratings percentages provide a relative understanding of performance across different size markets. And that will still be used for planning purposes. Ratings won’t disappear but impressions will be used for transactions,” she stated.

A move to impressions will facilitate the easy inclusion of Local TV into multiplatform buys and offer proof of performance. Currently most media, such as National TV and Digital, transact on impressions. Local TV is one of the few still using ratings. Local Radio is another. In addition, “Given the fragmentation of audiences, when you round ratings you are losing audience and so impressions allow us to capture the total audience,” Herkovic concluded.

While a move to impressions makes sense, Nielsen must remain measurement agnostic. “Advertisers and agencies want to buy engagement with people, not households, not devices,” noted Dave Hohman, Executive Vice President, Demand Side Media, Nielsen, who added, “Even though the measurement exists, it is up to the buyers and sellers to agree what the transaction currency is going to be. Nielsen can develop it and make it available but the industry has to adopt it.” 

The Agencies’ Position

So where is the industry at this point in time regarding Local TV impressions-based transactions? Many agencies are already using impressions. Kathy Doyle, Executive Vice President Investment and her team at Magna Global, “buy all of our local television and radio off impressions. We’ve been doing it for a few years.” She noted that Magna has been ahead of other agencies in this effort. “Yes,” she affirmed, “This has been our baby.”

Other early movers include, Jenifer Weldon, Owner and President, whose company Fat Free Media, “has utilized impressions in planning and buying for our client, Morgan & Morgan, for 15 years,” and Jennifer Hungerbuhler, Executive Vice President Managing Director, Local Video and Audio Investment, Dentsu Aegis Network who changed over in January 2017. “We primarily use it for buying and research,” she noted.

For Kevin Gallagher, Executive Vice President Managing Director, Spark Foundry, the move to impressions for Local TV has not yet occurred in his agency. “I would say that we are in the preparation stage. We are not currently using impressions specifically to spot TV but we use it in other media channels. National TV, Digital. It is the common currency in every channel except Local TV and Radio right now,” he noted. His team is working on capturing impressions data for all four quarters of 2020 in all of their systems and tools before they make the switch. 

Advantages and Disadvantages in Local TV Impressions

When asked about the pros and cons of moving to impressions, the general response was that it was advantageous to do so. “I really do not see any disadvantages at all (in moving to impressions),” noted Doyle. “There are areas (of the country) that don’t deliver ratings. Now there are impressions that we can buy that help with reach and pricing.” And she added, entre nous, “if nobody else is buying on impressions, we can buy it and nobody else can.” But the main reason why Doyle pushed for impressions was because she saw the need early on to adapt to a cross platform media world. She wanted her buyers to, “get used to the vernacular of buying off of impressions rather than ratings. Getting to a world where we are buying video, audio, cross device and screen,” she explained

An advantage for Gallagher is that, “It puts spot TV and radio on a common currency with all of the other media channels. It will be easier from a planning standpoint and in aggregating all audiences across channels.” But, “the downside is the conversion process moving from traditional pricing benchmarks for our planning teams and clients. Right now those (benchmarks) are on a cost per point basis.”

For Weldon, “The main advantage is the ability to compare costs across all media forms based on the cost-per-thousand, or CPM.  All media is brought to a level playing field for cost analysis.” But she also sees that, “GRP-based planning and buying (needs) to adapt and adjust to impression-level buying” is a challenge. “Broadcast television impressions are not the same as digital impressions,” she explained. “Nor should agencies be lulled into thinking they are - either from complacency, urgency or lack of understanding.  There could be a disservice to clients if agency acceptance of impression-based buying leads to a lack of understanding of what type of impressions are being purchased, where those impressions will run and the guarantees against those impressions,” she warned.

“I certainly see far more advantages than I see disadvantages,” stated Hungerbuhler. “Impressions give us a common currency that allows us to take a more holistic approach to tracking audiences within a market across screens, allowing for easier cross platform executions. Impressions also give better insight into the actual number of people viewing, instead of a percentage of people viewing, and in this day and age of fragmentation, every eyeball counts.” For her, “Capturing more viewers will ultimately increase inventory, also increasing the potential for rates to decline. Lastly, impressions make it easier for local buyers to combine multiple markets into one buy, such as an unwired regional buy, or to report metrics across multiple markets. Impressions are added up with simple addition, as opposed to ratings which are weighted by audience populations and are not easily comparable to each other.”

What can Nielsen Do to Facilitate the Conversion?

All agreed that Nielsen should play a major role in navigating the industry towards impressions based transactions. “I think what Nielsen can do to help in this conversion is to advocate,” suggested Gallagher, “to anyone in this ecosystem who uses Nielsen ratings to make the move into impressions.”

Nielsen must get involved, explained Weldon, and “work closely with agencies to provide education and support in the process of transitioning from GRP to impression universes via in-house training or online webinars.” In addition, she continued, Nielsen should also, “Engage leading software providers to ensure they are providing training tools or quick step guides on defining the new universe specific to their software and encourage stations to lead the charge in education of sales teams.”  This sentiment was echoed by Hungerbuhler, who added, “NSI can send out thought leadership, educating clients, planners and buyers (by) explaining the difference between ratings and impressions and showcase the benefits of cross platform and what more precise measurement can mean to advertisers.”

The overall feeling was that the move to impressions could reach critical mass at the agencies sooner than later, perhaps by 2021. But the most important thing is to, “Keep the conversation going among clients,” advised Doyle to Nielsen, “And I think there is some work that can be done to show the benefit and stability,” of using impressions.

This article first appeared in www.MediaVillage.com

Kathy Doyle and the Art of Mentoring

The value and importance of mentoring – for both the mentor and mentee - cannot be under-estimated. On November 15, 2016, Kathy Doyle, Executive Vice President, Managing Partner of UM, will be honored by the IRTS for her leadership in the industry and her impact on the next generation though her mentoring efforts. Bloomberg Media COO Jacki Kelly will present Kathy with an IRTS Foundation Hall of Mentorship Award. Kathy's fellow Honorees (and presenters) are NBCUniversal's Linda Yaccarino (Joe Uva), PepsiCo's Seth Kaufman (Ross Martin), and Discovery's Henry Schleiff  (Kerry Kennedy). For more information please contact joyce.tudryn@irts.org.

I sat down with Kathy to talk about her experiences in helping others and how that has shaped her views on her career and her life.

Charlene Weisler: Kathy, what is your definition of a mentor?

Kathy Doyle: I believe that it is primarily leading by example, being a resource, being an advisor in different situations and a teacher who provides actionable advice. I would say that at its core, being a mentor is about being a counselling teacher.

Charlene Weisler: How does one get started in becoming a mentor? What is the right approach?

Kathy Doyle: I am overly sensitive about not naming myself as a mentor to a specific person and am very cautious when someone says to me, “I want to be your mentor.” It’s important that the feelings of respect are mutual.  I would say that I am very approachable to becoming someone’s mentor, but I would not necessarily initiate that relationship.

Charlene Weisler: Tell me about your own mentors through your life.

Kathy Doyle: I think a lot about the long list of those who I considered to be my mentors. I would include my mother, father and father-in-law among them. They were huge influences in my life and my career. From a work standpoint, one of the first mentors I had was a woman I worked for at Leo Burnett, Stella Gentile, who was very significant to me. Some of my mentors were on the agency side, some on the client side and some were on the partners’ side. They gave me well rounded resources from which to draw upon. And, for the most part, it was all natural the way the mentoring relationships occurred. At IPG, we have an official mentoring program but the best of these types of relationships often come naturally. For example, Jacki Kelley, Chief Operating Officer; Bloomberg Media at Bloomberg LP, has been a great and positive influence for me – as well as a many other women in the industry.

Charlene Weisler: Do you think there is a successful style of mentoring that works best?

Kathy Doyle: I think it is very individual. For me, what works best is very organic and not too prescriptive.  I’m less “hands-on” and lean much more toward the “there for you when you need me” style.  I also believe that the chemistry between the two people ultimately drives the style of the mentorship.

Charlene Weisler: What mentoring moment are you most proud of?

Kathy Doyle: Aside from being honored by the IRTS for mentorship, I’d have to say that my proudest moments are when I look at how our two sons have approached their careers.  They are both dedicated, loyal and successful.  Christopher is an Attorney and Andrew is in the advertising business.  As they have grown professionally I have been incredibly proud of who they are, how they conduct themselves and what they have achieved.

Charlene Weisler: IPG has a mentoring program. Can you tell us a little bit about its history and how it works?

Kathy Doyle: The IPG Diversity & Inclusion team is committed to creating a mentoring culture throughout our network. I’ve specifically participated in our Women’s Leadership Network mentoring program over the last 10 years.  The first person I worked with through this program is someone who still considers me a mentor today, and I am very proud of that.

Charlene Weisler: What advice would you give someone who is seeking a mentor?

Kathy Doyle: I would say find somebody who inspires you and whom you respect and just ask them about being a mentor.  And it is important to note that it mentorship can and should be a symbiotic relationship. I get as much out of the relationship as my mentee. It gives me a good perspective of what it is like to be an up and coming media executive, which keeps me grounded and very appreciative

This article first appeared in www.MediaBizBloggers.com

 

The Importance of Strategy in the Corporation and Career. Interview with Kathy Doyle

Kathy Doyle, EVP, Managing Partner UM, had an unlikely path to a career in advertising. Having switched her college major from business to education and finding that there were no teaching jobs upon graduation, she began tending bar at a TGI Fridays. 

Luckily this bar was located between two advertising agencies where Kathy came into contact with agency executives. One, Jack Ryan from Burnett, would from time to time offer entry level opportunities to restaurant employees. Kathy soon found herself in the accounting department at Burnett and onto a career in advertising. “It was a weird career path to advertising but a happy one,” Kathy relates.

  

Charlene Weisler: How has your work evolved over the years and how has advertising evolved since you first started?

Kathy Doyle: For me personally, I strategically changed jobs and evolved as the company evolved. I have held various leadership iterations. I started as a buyer then entered client services.  The digital age has been a boon in my career and continues to change the industry. Those in the linear sector of advertising are trying to figure out how the future will unfold from here. To me it is fun to see how things are happening. No two days are the same. I love that.

Charlene Weisler: What are the challenges for an agency today?

Kathy Doyle: Evolution. Technology and platforms evolve daily.  Fortunately, UM has always been at the forefront of what is happening in the industry, so this is not a new situation for us. We change and adapt and reinvent ourselves. We anticipate what is coming and prepare for it as best as we can.

Charlene Weisler: How has data changed the way the agency world works?

Kathy Doyle: It has definitely changed our business. We have proprietary data tools to help inform our local buys by informing and targeting viewing habits. Sometimes we depend on client data that we then apply to our decision making, especially in TV. It has become a world where we are using and relying on data driven decision making.

Charlene Weisler: Your agency uses Nielsen exclusively. Is there a role for STB data?

Kathy Doyle: I definitely think that there is a role. But I don’t know what it looks like and there are privacy concerns. We will all have to figure it out.

Charlene Weisler: Looking ahead, where do you see the media industry five years from now?

Kathy Doyle: I wish I knew! It is all based on the rate of change – is it five years or two years? My vision – UM is one of the only agencies that has already switched to impression based buying for local TV and radio to be used as the currency. The intent was to find a more stable mechanism for local viewing and listening behavior. Additionally, we think it sets us up nicely for the transition to becoming local audio & video buyers as opposed to radio & TV. We are confident that the industry will eventually do the same. 

Charlene Weisler: How do achieve work life balance?

Kathy Doyle: I come from a long line of women who worked outside the home so I have always seen work / life balance in action. My mother, my grandmother and even my great grandmother worked outside the home. I always felt that working and taking pride in my work makes me a happier person, which in turn makes me a better mother. It inspires me to achieve better balance and I am a happier person at home. Given my family’s history of working women, I suppose I learned from example. I am not exactly sure how to strike the exact balance, but I find that it works itself out.

Charlene Weisler: What advice can you give a student today who is seeking a career in media?

Kathy Doyle: Don’t be shy about making connections with people, even if it is through social media liked LinkedIn. If someone contacted me that way, I would try to make time to talk. It may not work with everybody or with every person you try to connect with, but it can be a great way to network and expand your connections.

This article first appeared in www.MediaBizBloggers.com