NationalFootprintExtend
BroadcasterLocal TV
October 17, 20220 minute read

Linear groups extend national footprint up to 80%

51%
Impressions Outside Linear Reach
80%
Avg. Increase in DMAs Covered
Top 10
DMAs Available for Local Sales Reps

Local TV advertising has historically been limited to markets where they have a physical presence. That's all different now.


The Challenge

Broadcasters have historically been limited to local markets

Until recently, station groups have been limited to advertising in markets where they had a physical presence. Commercials were aimed at audiences within their footprint, based on content and time. 

Even the largest station groups face geographic boundaries with the linear TV model, limiting the markets they can cover—and their revenue potential. Some of MadHive’s larger broadcast clients could only cover between 9% and 35% of the nation with linear TV, and some had no presence in the top 10 most desired DMAs at all.

But advertisers want more reach.


The Solution

Madhive makes it easy to learn digital TV

OTT expands the ability of local TV stations to advertise nationally—and Madhive’s simple-to-use and customizable software makes it easy for broadcasters to adapt to selling digital advertising with 100% US coverage. 

User interface designed for efficiency

Most DSPs come with lots of bells and whistles that make it confusing for those that are new to trading programmatic advertising.

Madhive’s UI is intentionally simple (some station groups have learned it in less than a day). This makes it easy for broadcast leaders to train their teams effectively, so that they can go out into the market and sell more advertising. 

Integrated workflow

Madhive’s dynamic API functionality allows clients to retrieve or send vast quantities of tailored data freely in and out of the platform. This makes it easy to integrate with a station group’s OMS or other proprietary software that is integral to workflow. 

Marketing concierge services

Madhive supplies station groups with marketing materials that make it easier for local stations to educate advertisers on the benefits of OTT. In addition to presentations and decks, they receive white glove service from our customer service team, which is highly trained in both programmatic advertising and linear buying.


The Results

Local stations are now national

The Madhive CTV platform enabled local stations to serve brands on a national scale—and deliver impressions to any local advertisers across the country.

  • Up to 51% of impressions were delivered outside the station groups’ linear reach

  • 80% average increase of number of DMAs covered

  • All Top 10 DMAs available for local sales reps to monetize 

Give your advertisers national reach

Madhive gives local advertisers a chance to compete against the biggest brands in the streaming advertising game—and helps local stations stay modern and competitive. Don’t wait any longer to get into OTT.