WBZ, the CBS O&O in Boston, was No. 1 at 11 p.m. in both Households and adults 25-54 in the November sweeps. Peter Masucci, WBZ’s creative services director, attributes part of the station’s success at 11 to a two-pronged marketing approach the station has been executing this year. “One was focused on tradition, the legacy […]
WBZ, the CBS O&O in Boston, was No. 1 at 11 p.m. in both Households and adults 25-54 in the November sweeps.
Peter Masucci, WBZ’s creative services director, attributes part of the station’s success at 11 to a two-pronged marketing approach the station has been executing this year.
“One was focused on tradition, the legacy aspect of our station, being Boston’s first television station. We have a lot of pride in telling that story.”
Next year, WBZ will celebrate its 70th anniversary as Boston’s first television station.
Running parallel with that campaign is another focusing on WBZ’s news talent.
“We have a tremendous, local, experienced group of journalists. They are a huge differentiator on why you would choose one station over another.”
In addition to those image campaigns, Masucci said the station has broadened its topical promotion.
“We’ve been trying to elevate what we’re doing in the digital space, so we’re not just reaching people in the CBS programming right before our show.”
But Masucci is quick to give credit to the station’s success at 11 to news.
“We have a great team down there and that’s probably a large part of it.”
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