Compare To is a feature in Pricing that lets you benchmark current pacing against broader groups—so you can see how your station compares to the market, not just to last year.
The default view is Everything, which rolls all Compare To groupings into one table. You can also switch to tabs to view one grouping at a time.
Adds context: “We’re behind last year” means something different if your ownership group or DMA is also behind.
Helps you separate station-specific issues from market movement (and respond appropriately).
Supports faster leadership decisions on pricing posture, inventory focus, and seller priorities.
Sales Principle: Don’t coach in a vacuum. Benchmarks help you coach the right behavior—based on what’s happening around you, not just what you feel is happening.
In the left-hand navigation, open Pacing.
Click Compare To.
Start on Everything (default), then use the tabs to narrow in:
Everything: All Compare To data points listed in one table.
ShareBuilders: ShareBuilders’ official forecast view for Local Broadcast TV (based on aggregated customer pacing and historical trends).
Ownership Group: Current ShareBuilder customers grouped by ownership.
Affiliations: Customers grouped by network affiliation.
DMA: Customers grouped by DMA rank.
Regions: Customers grouped by geographic area.
If you’re behind but your peer group is also behind: prioritize inventory strategy and seller activity before assuming pricing is the only problem.
If you’re behind while peers are holding: treat it as a station-specific signal. Review rate execution, avails, packaging, and next-step discipline.
If you’re ahead while peers are soft: protect your position. Avoid unnecessary discounting and focus on holding rate where demand supports it.
