Brian Steinberg-Senior Frank Comerford audience Brian Steinberg-Senior Frank Comerford

NBCU Plans to Close Window on Buying Local TV Ads Via Traditional Ratings

Brian Steinberg Senior TV EditorOne of the nation’s most prominent TV companies intends to — finally — stop selling local commercials based on long-used TV ratings.NBCUniversal announced in 2019 that planned to shift all transactions for local ad campaigns to impressions-based deals, but granted additional time to certain clients and agencies who needed to evaluate what the move might mean to their operations.

Come April, however, that window is closing.“We have to do it,” says Frank Comerford, chief revenue officer for local sales at NBCU, in an interview. “The world is moving on impressions, especially for our business.

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