This week, Market Share is sharing how TV stations market their meteorologists, and we’re looking for examples from markets all across the country. Send me your YouTube or Vimeo links or the embed codes to any spots that promote your meteorologists along with a short blurb about its origins, its background, its purpose and especially […]
This week, Market Share is sharing how TV stations market their meteorologists, and we’re looking for examples from markets all across the country.
Send me your YouTube or Vimeo links or the embed codes to any spots that promote your meteorologists along with a short blurb about its origins, its background, its purpose and especially its effectiveness.
It’s no wonder that people who watch local TV news cite the local weather forecast as one of the main reasons they tune in.
Because while you can get the weather forecast for your area almost everywhere, the nuances of what your local weather will do, when, where, when it will start, when it end and what will happen next is best determined by the local meteorologists on the ground.
They can almost tell you the precise hour the rain will likely start, and the exact neighborhoods it will hit.
So making your station’s staff of meteorologists the first choice for viewers when they think of the weather can often make your news operation the highest rated in town.
Here are some weather promo examples from local TV stations from past Market Share columns.
Getting a testimonial from your Mom hits all the right buttons because who knows you better than your Mom?
In a column from October 2009, I profiled the work of Mike Davis and Peter Churchman, who have combined to create more than 1,300 local spots for more than 60 TV stations which have racked up over 100 Promax awards.
Here’s one of the spots featured from WABC New York’s weatherman Lee Goldberg from 2008.
It incorporates a video of Goldberg doing a weather forecast for a local cable system when he was 15 years old.
Davis says the spot adheres to one of his axioms: “Find the truth and use it.”
https://www.youtube.com/watch?v=SB1fsZLZOXU
This spot from KATV in Little Rock, Ark., was featured in a June 2014 column showing new weather promos from around the country. This spot promotes that the station has meteorologists from top to bottom, who are experienced in local weather.
People whose jobs demand that they work outside in the elements can make effective testimonials for local TV meteorologists. In Lafayette, La., an airboat captain touts the merits of a KATC meteorologist. KATC is the ABC affiliate there. This spot comes from a column about why severe weather is still local TV’s turf.
I used this spot from KMSP, the Fox affiliate in Minneapolis-St. Paul, in the same column about severe weather being local TV’s turf. It’s a somewhat scary re-creation interspersed with clips from the station’s weather coverage.
The KMSP spot reminded me of a slickly produced spot from KWTV in Oklahoma City for legendary meteorologist Gary England.
And if none of those scary severe weather recreations work, you might try the help of Ernest P. Worrell and his friend Vern to set you straight, as he did in this spot from 1985 from KDFW, the Fox affiliate in Dallas.
You know what I mean?
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