There were 420 Market Share columns in 2015. Trying to decide which ones were the best is daunting. So what criteria did I use? The goal of every TV station is to be the No. 1 choice for viewers when it comes to local news. News on most stations accounts for 50% of revenue. Local […]
There were 420 Market Share columns in 2015.
Trying to decide which ones were the best is daunting. So what criteria did I use?
The goal of every TV station is to be the No. 1 choice for viewers when it comes to local news. News on most stations accounts for 50% of revenue. Local TV news ratings’ success is the benchmark by which creative services directors are ultimately measured.
So news ratings performance and how marketing may have played a role in that success became the criteria for what I consider the best Market Share columns of 2015.
KATV, the ABC affiliate in Little Rock, Ark., had an 18 share for its 5 a.m. news in May 2011. In November 2013, the station had a 31 share in households.
Any time news ratings increase at a station, there are lessons to learn that might apply to your station.
After every sweeps period, I try and write about those stations that have gone up in the news ratings.
Here are three columns that focus on an increase in news ratings.
WMAQ No. 1 In Late News In May Sweep
http://tvnewscheck.com/marketshare/?p=6451
KGTV News At 11, From Second To First
http://tvnewscheck.com/marketshare/?p=5540
KSNV Wins Jackpot In Vegas Early And Late News
http://tvnewscheck.com/marketshare/?p=5584
https://www.youtube.com/watch?v=7aRVS2FUqp4
I contend that on any given night, in any market, on any channel, this kind of topical strategy can improve your late news ratings.
How To Create A Thirst For News, Your News
A common challenge for local TV news marketers is introducing new anchor talent.
Knowing the new news anchor’s name is key from the very beginning. Viewers can’t like them if they don’t know who they are or where they work.
How To Introduce A New News Anchor
In some markets, viewers have chosen one particular news operation as their favorite. That station seems to dominate the news ratings across the board.
How do they do that?
Usually, the promos for TV stations’ special report stories in sweeps are all different in their styles — the look, the graphics, the production and in tone and feel.
Branding experts look for a way unite all of these efforts into a cohesive, consistent message regardless of the story topic.
Here’s how one station does it.
I strive to provide marketing ideas you can put to use today that have worked in other markets.
Here’s a column that offers tangible, tactical, proven marketing techniques that you can incorporate into your advertising today that promises results.
News You Can Use Every Day By Reading Market Share
The annual PromaxBDA Station Summit brings together the local TV marketing community for sessions and presentations designed to inspire, teach, and make your messages more effective.
For the past two years, TVNewsCheck has conducted surveys of creative services directors and then shared the results around the time of the summit in June. Also, Market Share has covered the Station Summit extensively with dozens of articles each year.
Here’s one from last year that I think addresses what we all want to know.
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