Back on September 11th, FTVLive told you that the NBC O&O’s were going to start using impressions instead of traditional ratings points to measure an ad campaign’s effectiveness.

At the time we said that it seemed to make sense and why said: “NBC is the first, but we doubt they will be the last.”

Surprise, we were right again. yesterday, Graham Media sent us a release saying that they too will transact all future advertising business utilizing impressions-based currency.

The company says that the use of impressions will provide a common audience-measurement currency across all platforms which simplifies the assessment of cross-platform media campaigns and will also ensure that ALL viewing /usage is being accounted for, which the ratings-based currency has been unable to provide.

“We provide a wide range of commercial offerings for our clients across television, digital, OTT and audio-assistant platforms, “said Emily Barr, Graham Media Group’s President and CEO. “The ability to accurately measure all of these is critical for our clients.”

It makes sense as people watch newscast and shows on so many platforms now.

While a newscast might have received a 2 rating, a number of other people could have watched it on their phone, or DVR’d it or watched it later streaming on another platform.

This means the newscast got many more impressions that that original 2 rating that the show got In the overnights.

We expect more media groups will start using impressions over ratings as well.

Stay tuned….