Bigger Thinking, Better Outcomes: Locality’s Ann Hailer on Making CTV and Broadcast Work Together
Viewers don't think about whether they're watching broadcast or streaming. They just watch. Advertisers, though, still plan, buy and measure the two separately, and with budgets tight, they want proof of what ran, who saw it, and whether it worked. In this episode of BIA's Leading Local Insights Podcast, BIA Managing Director Rick Ducey talks with Ann Hailer of Locality (formerly Gamut and Cox Reps), which connects national brands with local audiences across premium broadcast and streaming in every U.S. market. Ann explains why the one-to-many vs. one-to-one gap between broadcast and CTV won't go away, but progress is happening like Nielsen's one-minute qualifier, Comscore's audience profiles, and ACR data that may finally show combined reach and frequency. Ann also shares how Locality uses Nielsen's Media Data Engine to deliver broadcast demo reporting within days, so linear campaigns can be adjusted mid-flight like streaming. Listen as Rick and Ann dig into trusted data, explainable AI, and why automation still needs experienced people on both the buy and sell sides. Ann makes the case that local is where advertisers get real incrementality, because Detroit, Cincinnati and Miami all perform differently. View Video
