From DMAs to Zip Codes: Rethinking Local in a Streaming World

What happens when the definition of "local" stops making sense? In this episode of In the Vicinity, local media veterans Tim Hanlon and Jim Wilson unpack the growing tension between broadcast's DMA-driven reach and streaming's zip-code-level precision — and why the future of advertising lies somewhere in between. From bespoke geographies and AI-powered creative to the real-world implications for national, regional, and local ad dollars, the conversation explores how marketers are navigating a landscape where scale and specificity are finally converging. Plus, a deep dive into CBS's exit from late night — and what it signals about shifting network priorities, affiliate value, and the broader economics of content in a fragmented media world.