Folks at the big media agencies, what are you using to plan local media? Is it applying a national media mix at local markets? Or are you looking at local markets individually?

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I assume you're talking about linear? If so, it honestly depends quite a bit on the client and the execution. For opportunity and growth markets the actual local markets get a lot of attention. For markets that are more static or maintenance, they are basically just extensions of a national evaluation.

Now if you are talking about OTT/CTV or even non-video channels then they are almost always evaluated from the perspective of the audience, and the market just happens to be where they live.

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D1 nailed it. The only thing I’ll add is for linear - you need the rep contacts on the local level [or the rep companies].

You also need a good rationale for doing spot market. If you’re buying more than 25% of the country, it’s cheaper and more efficient just to buy nationally [unless your product is not available everywhere]

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You should approach local market planning, the same way you approach a national effort, strategy first. At the same time taking into account any activation issues you might have locally.

If these are plans that may need to be rolled out nationally, avoid local only elements

If these are local plans in key markets, see what gaps you have in the national effort and use the local plan to fill them

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Great feedback. One follow up - what best practices are used for deciding a local media mix? Assuming offline channels should be accounted for (ex. Newspaper and radio).

Thanks! Besides Scarborough what other data sets should I consider for that type of insight?

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