Advertising inventory management made simple with meaningful data-driven insights

MAG7 partnered with TEGNA, a broadcast media company, which owns approximately one-third of the local television stations in the country, to overall the data analytics tools their ad sales managers use to maximize the revenue yield of their advertising inventory. TEGNA had developed a very sophisticated set of pricing best practices, but their sales managers did not always comply with them. As a result, they do not always sell advertising at the most optimal rates. 

By creating meaningful data visualizations that captured the key information needed to determine pricing in a way that was easy to consume, we were able to build confidence in the pricing data, increase compliance of pricing best practices, and increase the revenue yield of their advertising inventory.

From there, we worked with TEGNA to overall their quarterly planning workflows in a way that leveraged this easier to consume pricing data and account for both top-down planning as well bottom-up reporting resulting in both centralized planning and local market responsiveness.

The end result… an ad sales team equipped with the data insights they need to price inventory with confidence allowing them maximize ad revenues.