In an era long before retail media networks became a dominant force in advertising, CBS Television Stations launched a groundbreaking initiative that positioned local TV as a high-impact, ROI-driven solution for retailers. Conceived and implemented by Jack Myers in the late 1970s and early 1980s, the CBS F.I.R.S.T.™ Program, Framework for Insuring Retail Success with Television, offered a data-informed, creatively strategic, and results-oriented approach to local television marketing. With the industry now seeking innovative ways to recapture advertising dollars and elevate linear media’s relevance, the F.I.R.S.T. blueprint is more relevant than ever.
Back to the Future: How the CBS F.I.R.S.T. Program Offers a Playbook for Today’s Retail Media Revival
