We’ve all seen them, wrote them, edited them. Sweeps ratings POPs (Proof of Performance) that tout a station’s performance in a sweeps period or over several sweeps periods. Usually, it’s the anchor team on camera as spokespeople. There’s always a lower-third disclaimer in agate type that states the source information. But WDRB, the Fox affiliate […]
We’ve all seen them, wrote them, edited them. Sweeps ratings POPs (Proof of Performance) that tout a station’s performance in a sweeps period or over several sweeps periods.
Usually, it’s the anchor team on camera as spokespeople. There’s always a lower-third disclaimer in agate type that states the source information.
But WDRB, the Fox affiliate in Louisville, Ky., owned by Block Communications, tried a different approach.
Written by Bill Lamb, WBRD’s general manager, the spot features a couple sitting on the couch watching TV.
The spot mentions the call letters of a competitor in the spot.
“We’re not trying to embarrass the demo or the competition,” said Lamb, “but we’re not afraid to draw a comparison.”
You may remember WDRB as the station that stopped using the term “breaking news” in its news and promotion.
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