There were no special report promos trying to drive tune-in this November on WVTM, Hearst’s NBC affiliate in Birmingham, Ala. No spots promoting news packages from franchise reporters. Yet the station’s news viewership grew. So what did WVTM do to recruit viewers to watch its newscasts this November? It focused on image and branding. So […]
There were no special report promos trying to drive tune-in this November on WVTM, Hearst’s NBC affiliate in Birmingham, Ala.
No spots promoting news packages from franchise reporters.
Yet the station’s news viewership grew.
So what did WVTM do to recruit viewers to watch its newscasts this November?
It focused on image and branding. So how did it do in the ratings?
“The November numbers surpassed our forecasts,” said Jason Holloway, WVTM’s creative services director.
“The station is back in the local news race.”
WVTM increased its household news ratings by an average of almost 50%, according to the station.
“We credit our quick successes to a return-to-basics approach,” said Holloway. “We feel we are striking a chord with viewers by once-again delivering relevant content at an accelerated pace.”
WVTM flooded the market — on-air, cable, radio, digital and outdoor door — with branding messages that promised a simple commitment: What’s happening right now, and what’s next.
“We’re in the process of building this news brand from the ground up,” said Holloway, “promoting a new energy at the station under the umbrella of Today’s WVTM 13 News.
Let me see if I understand this right.
During the November sweeps, WVTM floods the market place with image advertising that conveys a simple message of back-to-basics news. And across all of its newscasts, WVTM’s viewership increased.
What a concept.
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