Broadcast still captures 28.2% of household TV viewing nationally, reaching an audience no other channel replicates at the same scale. MPP negotiates broadcast and cable inventory directly with local and national providers, buying specific stations, programs, and dayparts matched to the audience a plan calls for.
Broadcast TV advertising is paid media aired on local and national television stations that broadcast over public airwaves, including legacy networks such as CBS, ABC, NBC, and Fox, and delivered at no cost to the viewer. Placements are bought against specific stations, programs, and dayparts, and cable inventory is typically bought and planned alongside broadcast for expanded reach within the same buy.
At MPP, broadcast TV advertising is planned and bought inside Orbit, MPP's proprietary marketing operating system, coordinated with every other channel in your program rather than negotiated and left to run on its own.
Every channel MPP manages runs inside Orbit, specifically on the Hi-5, five questions asked at the start of a program and throughout it. Here's how the Hi-5 looks in broadcast TV.
Explore Orbit →
Core vs. Explore is how MPP balances stability with improvement.
Core is the stations, dayparts, and programs that have proven they deliver the reach and audience fit a plan calls for. Core is protected and funded to perform. Testing doesn't happen here.
Explore runs alongside Core with its own defined budget: a station MPP hasn't run before, a different daypart, a program outside the usual rotation. When something in Explore earns its place, it moves into Core. When it doesn't, it stops without disrupting what's already working.
Broadcast TV doesn't generate the same kind of data digital advertising does. There's no click, no impressions, no dashboard reporting back results in real time. Broadcast placements MPP manages show up in HelloMPP on the in-market report: what's running, on which stations, and when. In-market provides visibility into the schedule alongside every other channel in the program.
National TV buying often runs through a national rep firm, adding layers of cost and distance between the buy and the market. MPP negotiates broadcast and cable placements directly with local station and network reps whenever the market supports it, backed by relationships built over more than two decades. Because MPP is media-neutral, those relationships aren't about commission structures. MPP recommendations reflect rate and audience fit, not which rep pays the agency the most to run their inventory.
