As national advertisers look to operate more efficiently across a fragmented TV landscape, local television remains one of the most effective channels and one of the most operationally complex to execute at scale.
Collective is Locality’s approach to making local broadcast work as part of a national, audience-led strategy.
A more coordinated way to access local TV
Collective is a data-driven broadcast solution that enables audience-based planning and activation across local markets through a single, coordinated approach.
Rather than managing market-by-market transactions, advertisers can access local broadcast inventory in a way that aligns with how national campaigns are already being planned. This creates greater visibility into allocation and performance from the start.
Aligned with audience-first planning
Upfront strategies are increasingly driven by audiences, not channels. The challenge is extending that approach consistently into local execution.
Collective supports that shift by:
- Enabling audience-based planning across markets
- Providing a more unified path from planning through activation
- Supporting more consistent execution across stations and DMAs
This allows local television to be incorporated earlier in the planning process, rather than treated as a downstream extension.
Why this matters in the Upfront
Upfront planning is evolving toward greater flexibility, more precise audience alignment, and improved accountability.
At the same time, national supply is not always distributed in a way that fully reflects how audiences are delivered across markets.
Collective provides a way to address that gap.
It enables advertisers to:
- Extend national Upfront investments into local markets to capture incremental reach
- Rebalance delivery in underweight markets without restructuring the broader plan
- Access premium programming, including live sports and tentpole events, through local inventory
- Apply audience-based strategies more consistently across national and local execution
The result is a more coordinated approach to how national campaigns are delivered at the market level.
How Collective Works
Collective brings planning, activation, and measurement into a more unified workflow, reducing fragmentation while maintaining control.
Plan
Develop audience-based strategies using Audience Engine, Locality’s proprietary data layer built on real campaign performance, behavioral signals, and market-level intelligence.
Planning is further enhanced by recently acquired planning technology, which enables advanced optimization capabilities, including media mix modeling and more precise allocation of spend across markets, stations, and inventory.
Activate
Execute across markets through a single plan and point of access, avoiding the need to coordinate individual station transactions.
Execute
Centralized trafficking and delivery streamline operations while maintaining flexibility at the market and station level.
Measure and optimize
Access a unified view of performance across markets, with the ability to optimize in-flight based on delivery and outcomes.
Flexible Ways to Buy
Collective supports multiple planning and activation approaches depending on how campaigns are structured.
Multi-market execution
Coordinate campaigns across selected DMAs with a single plan, while maintaining control over market-level allocation.
Data-driven linear (DDL)
Allocate spend based on performance signals, optimizing across markets, stations, and inventory to improve efficiency and reduce duplication.
National campaign extension
Extend national campaigns into local markets to improve reach and balance delivery without rebuilding the overall plan.
Tentpole and live event access
Leverage local inventory to access high-demand programming when national supply is constrained.
Cross-platform execution
Align broadcast, streaming, and cable activation to improve incremental reach and maintain consistency across screens.
Extending reach in a converged environment
Collective supports a more integrated approach to broadcast and streaming.
Campaigns can be extended across screens to capture incremental reach and improve overall delivery without fragmenting planning or measurement.
A more efficient way to activate local
Local markets represent a meaningful opportunity within national campaigns, but are often underutilized due to operational complexity.
Collective introduces a more structured, data-driven approach to local broadcast buying, enabling:
- More consistent execution across markets
- Greater transparency into performance
- Improved efficiency in how spend is allocated
Local TV, integrated into national strategy
Collective is designed to align local television with how modern campaigns are planned and executed.
It provides a more coordinated way to access local broadcast at scale, with the flexibility to make market-level decisions and the visibility needed to manage performance across the full campaign.
