The new product will measure viewing activity when delivered via connected TV devices, apps and/or websites and viewed on the TV screen.

The intent is to give broadcasters a complete picture of local audiences across both streaming apps and linear television.

Local TV stations groups are using streaming apps and websites to promote and air their live, locally produced, or syndicated content.

In addition, many TV station groups have started up locally-based advertising streaming/OTT businesses -- selling advertising time of third-party streamers which then can be combined with their owned local TV over-the-air content to expand reach -- something local and national marketers have been pursuing for years.

Those groups include the likes of Tegna's Premion, NBCUniversal’s Spot On, Fox Television Stations’ FLX, Sinclair’s Compulse, Cox’s Gamut Total, Scripps’ Octane and Nexstar Digital.

Premion, one of the oldest of these groups in operation, has direct-sourced local and regional inventory from over 125 branded networks.

Local OTT/streaming ad dollars are estimated to have grown by more than double to $2.0 billion in 2022, according to BIA Advisory Services.