Why the Nexstar-TEGNA Merger Changes Everything for Local Buys
Targeting: Arkansas, Tennessee, and Texas
In the traditional media landscape, consolidation is the name of the game, and the game just got a lot smaller. Once the Nexstar-TEGNA merger is fully cleared, Nexstar will control 80% of U.S. households. For brands in Little Rock, Memphis, and Dallas, Nexstar has effectively become the “gatekeeper” of local CTV inventory.
At mhp.si, we are already preparing for this by shifting our clients’ local budgets away from “cheap” remnant inventory on the open exchange. We are moving into Private Marketplaces (PMPs) to ensure our clients keep their access to premium local news.
Yes is the answer. Now, what’s the question? The question is: “Can I still reach my local audience without paying the ‘monopoly tax’?”
We don’t own the stations, which means we aren’t biased toward any single channel. We use The Trade Desk to bridge the gap and ensure your message reaches your audience across Arkansas, Tennessee, and Texas without the margin-driven fluff of the cable companies.
Live Sports and the Rise of the “Super-App”
Targeting: Arkansas, Tennessee, and Texas
The “App Wars” are over. We have officially entered the “Super-App Era,” and the biggest prize is live sports. With shareholders voting overwhelmingly to approve the Paramount-WBD merger on April 23, a new powerhouse has been born — one that controls both the NFL and the NBA.
For our clients in Texas, Tennessee, and Arkansas, this means the way you reach fans is changing. Live sports will be fully streaming in just four years. If you aren’t already integrated into the Disney Core—as the standalone Hulu app sunsets—you are missing the most premium CPMs in the market.
Yes is the answer. Now, what’s the question? The question is: “How do I keep my brand in the game when sports move exclusively to streaming?”
We utilize DV360 and The Trade Desk to manage cross-platform frequency. Whether it’s March Madness or a Monday night NFL game, we ensure your brand is seen by the right fans on the right devices without hitting them with the same ad until they go blind.
Watch-to-Cart: The Future of Retail CTV Attribution
Targeting: Arkansas, Tennessee, and Texas
For our retail and CPG clients across the South, CTV isn’t just about “brand awareness” anymore. It’s about sales. Following the Vizio acquisition, Walmart has climbed into the top five of all CTV players.
At mhp.si, we are implementing “Watch-to-Cart” attribution as our new standard. Vizio is no longer just a TV brand; it is a data provider that allows us to buy WatchFree+ inventory based on what your customers actually bought at Walmart yesterday. When you combine this with Amazon’s closed-loop purchase data, your CTV budget becomes a high-octane sales engine.
Yes is the answer. Now, what’s the question? The question is: “Can my TV ad actually track a purchase at the register?”
The market is getting smaller, but the data is getting smarter. Whether you are a local retailer in Bentonville, Nashville, or Houston, we bridge the gap between streaming eyeballs and actual carts. We don’t own any channels; we just deliver results.
Researching Where to Buy CTV Ads? The Market Just Changed.
If you are currently researching where to purchase advertising on Disney+, Hulu, Paramount-Max, Netflix, YouTube TV, or Prime Video, the information you’re finding is likely already outdated. As of April 2026, the “App Wars” are officially over, replaced by the “Super-App Era”.
For advertisers in Dallas, Memphis, Little Rock, and Northwest Arkansas, the question isn’t just which app to buy; it’s how to avoid being held hostage by the new gatekeepers.
The Research List: Where the Eyeballs Are in 2026
- Disney Core (Disney+ & Hulu): The standalone Hulu app has officially sunset. When you research “how to buy Hulu,” the reality is you are now buying “Disney Core,” which integrates all general entertainment and FX content into one stack.
- The Sports Powerhouse (Paramount-Max): Following the Paramount-WBD merger, this “Super-App” controls the most valuable levers in advertising: the NFL and the NBA. In four years, live sports will be 100% streaming.
- The Local Gatekeeper (Nexstar): With the Nexstar-TEGNA merger, one company now controls 80% of U.S. households. If you want premium local news inventory in Arkansas, Tennessee, or Texas, you’re likely going through them.
- Retail Giants (Walmart & Amazon): Walmart (via Vizio) and Amazon Prime Video are now the leaders in “closed-loop” data. We can now track “Watch-to-Cart” attribution, meaning we know if a CTV view led to an actual purchase at the register.
- The “New Linear” (YouTube & Netflix): YouTube remains the #1 reach vehicle, while Netflix’s ad-tier has become the default for premium brand awareness in luxury and automotive sectors.
The Problem: The “Margin-First” Trap
Many brands in the South are turning to local cable companies to place their CTV ads. Here is the danger: Cable companies and station groups like Nexstar own a few of the channels.
When you buy through them, they are incentivized to place your ads on their own properties (like CW or NewsNation) because they make a higher margin on them. They aren’t placing your ads where the audience is; they are placing them where they make the most money.
The mhp.si Difference: No Channels. No Bias.
At mhp.si, we do things differently.
- We Own Zero Channels: We don’t have a horse in the race. Our only goal is to place your ads where the audience actually lives.
- Unbiased Strategy: We address your problems and deliver results without trying to protect a “station margin”.
- The Tech Stack: We utilize The Trade Desk and Google’s DV360 to manage cross-platform frequency. This ensures you aren’t annoying a viewer in Bentonville or Nashville with the same ad 15 times just because they switched apps.
Yes is the answer. Now, what’s the question? The question is: “Is there a partner in the Mid-South who can navigate this monopoly and actually drive sales?” At mhp.si, the answer is yes.
The market is getting smaller, but the data is getting smarter. Let’s “edu-mucate” your brand on the future of CTV.