A3 Media creates URN™ (Universal Regional Network) to accomplish the task.
A3 media quickly assessed that the standard TV cost per point (CPP) model would not be financially feasible for our client if we needed to assess 109 different size audiences individually. In order to standardize costs across all markets and develop a more precise measurement for reach and frequency. A3 Media moved the metrics to cost per thousand impressions (CPM) which is a measurement that radio, out of home and digital marketing have been moving toward for several years. Doing so allowed for equal assessment and cost efficiency within each local flight.
In order to sway the cable providers to alter their standard metrics from CPP to CPM, A3 Media developed the “Universal Regional Network” (URN™) which facilitates the purchase of network ads based on the measurement of impressions rather than points. Implementing this change involved convincing the preferred cable networks (Comcast, Time Warner, Spectrum Reach, Bright House, Cox, Via Media and Cable Vision) to sell the spots directly to our agency and bypass the NCC and their inflated managerial costs.
A3 Media then created a method that would combine all local television systems with a single contract that included 232 local and interconnect cable systems within the 109 markets. The scale of this challenging approach had never been attempted before. A3 Media accepted the challenge and agreed to monitor every individual market for each of the cable providers as their internal structure was not capable of doing so. This unique strategy enabled A3 Media to negotiate rates that were far more favorable than would have been possible if purchased using the traditional local model.