KTVK, Meredith’s independent station in Phoenix, ended the May sweeps as the No. 1 morning news from 4:30 to 10 a.m. in adults 25-54 and 18-49, according to the station. Good Morning Arizona was up from May 2015 in adults 25-54 by 38%. “When the creative services department, the news department and the digital department […]
Good Morning Arizona was up from May 2015 in adults 25-54 by 38%.
“When the creative services department, the news department and the digital department are all pulling in the same direction, you just get more success,” said Dan Wilson, KTVK’s news director.
“That working together has really made a difference.”
“We have a great mix in the morning. We offer people a good balance of the news they want mixed with an upbeat attitude to help start their day,” said Ed Munson, KTVK’s general manager.
“I really believe it is a combination of things” said Blanca Esparza-Pap, KTVK’s creative services director, “from strong news, weather and traffic coverage delivered by on air talent viewers like and trust.”
Pap pointed to several regular features to the station’s morning content as possible reasons for the ratings performance.
Field Trip Friday takes the show on the road weekly to showcase the beauty of Arizona and its people.
Surprise Squad is a series where the station performs random acts of kindness for viewers, like delivering breakfast to local first responders, nurses and teachers.
In one story, a single dad who only had one pair of shoes and walked to work every day was nominated by his son. The Surprise Squad got him a new wardrobe and the ultimate surprise — a new car.
“For this ratings period, our strategy was to focus on the powerful content of the Surprise Squad,” said Pap.
“We ran topical promotions driving our Surprise Squad content, promoted on Facebook and then each week proofed our surprises for those viewers who may have missed them in show.”
“Facebook is becoming a really important tool in our kit as we promote all these newscasts on our air. The talent did a really good job of using their own Facebook page to drive the stories, taking some behind the scene pictures. We would post that content around 6 a.m., to encourage people to tune in at the 8 o’clock hour.”
“Because of the strength of what we’re doing in the morning,” said Wilson, “it’s really lifting us throughout the day.”