One of the unintended benefits of modern-day TV's digital and data renaissance is the unmistakable blurring of lines between what has historically constituted "national" and "local" advertising. What was once a clear distinction in media buyers' strategic planning rationale between cost-efficient broad-based reach (the hallmark of national TV buys) and higher-priced, but more geographically-assured targeting (local TV's promise, at least in DMA terms) is now rapidly overlapping -- creating tantalizing new ways to reach audiences with concurrent effect.
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