KRON, Media General’s MyNetworkTV affiliate in San Francisco, points to a good budget for outside media this November as the reason the station posted some ratings lifts in certain dayparts. “This November was different,” said Steve Poitras, KRON’s creative services director. “A good budget was available to co-op with syndicators and to target new digital platforms. […]
KRON, Media General’s MyNetworkTV affiliate in San Francisco, points to a good budget for outside media this November as the reason the station posted some ratings lifts in certain dayparts.
“This November was different,” said Steve Poitras, KRON’s creative services director.
“A good budget was available to co-op with syndicators and to target new digital platforms. The results were very positive with lifts in all dayparts.”
According to the station, KRON’s 5-10 a.m. time period was up 50% from November of 2015.
“To see these positive results is a testament to the efforts and changes we’ve made,” said Ashley Gold Messina, KRON’s general manager, “and to all the KRON associates who passionately work to bring value to our viewers and clients.”
KRON’s 5-7 p.m. time period was up 83% from November of 2015.
“We split our budget between new and old media,” said Poitras.
“For the morning, we bought an aggressive digital pre-roll buy targeting news sites in the key ZIP codes. The :15 spots were a mix of image and topical promotion. Links to live streaming and companion ads were also visible. Our second strategy was traditional radio focusing on afternoon-drive and targeting key days during the sweep.”
“We went back to the basics and produced strong, multi-part series on issues that matter to Bay Area viewers,” said Aaron Pero, KRON’s news director.
“We investigated lead in household drinking water in a 5 part series, and went in-depth on the Bay Area’s commute nightmare.”
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