MARKET SHARE

The Weather Channel’s New Branding Campaign Finds Joy Outside

MARKET SHARE

The New Us: Local TV Marketing In 2020, Part 4

Local TV promos that move you, enchant you and convince you of the value of local news are on display here in part 4. It’s a historic moment, and local TV news and its marketing are giving voice to viewers, whether they’re marching in the streets, or searching for answers about COVID-19.

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Local TV Marketing: What Now, What Next?

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WMTV’s ‘Adopt A Cow’ Campaign Sets Record

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KCCI Hosts Black Lives Matter Leaders In Public Forum

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Chicago’s WLS Mixes 55 Separate Smartphone Recordings Into An Arts PSA

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High School Grads Have Their Stage Thanks To KALB

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Eastern European Country Inspired By Richmond’s ‘Together’ Promo Campaign

When four news-producing TV stations in Richmond, Va., joined together in a promotional campaign pledging solidarity to the people of their city during this coronavirus crisis, little did they know that they would end up influencing “journalism on the other side of the globe.”

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WBAL Helps Provide Nearly 4 Million Meals To Food Bank

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WCVB Boston Promo Reinforces Trust In Local News

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How Are Stations Promoting Their Coronavirus Coverage?

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WDRB Louisville’s Super Bowl Sunday Strategy

KTVU Has The Cure For 49er’s Fever

New Jobs In Production, Sales And Facilities

New jobs posted in TVNewsCheck’s Media Job Center include openings in sales, digital content, news production and facilities management from companies including Tegna, Meredith and the Buckeye CableSystem Sports Network. Openings are in New York, San Francisco, Phoenix and Toledo, Ohio.

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Readers Rave About TVN’s Market Share

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What’s New For ‘Market Share’ in 2019? You Tell Me

With more than 2,000 posts, Market Share will celebrate five years of daily articles about television and its marketing in 2019. I say to people that I believe something interesting is going on at every TV station in every market every day in either news, sales or marketing and I just want to share it. 2019 is going to be an exciting year, let share it together.

MARKET SHARE | DMA 68: DES MOINES, IA

WHO Turns Football Rivalry Into Week-Long Tailgate

MARKET SHARE | DMA 111: FORT WAYNE, IN

WPTA Children Special Touches Viewers’ Hearts

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Local TV Promos Inspire Peace In Afghanistan

The COO of a couple television networks half-way around the world has been using local TV promos seen on TVNewsCheck‘s Market Share blog as a teaching tool for marketing and promoting peace in the country.

MARKET SHARE WITH PAUL GREELEY

KNOE Monroe Reporters Capsize Into Flooding

MARKET SHARE BY PAUL GREELEY

WMAQ News Promos Marry Talent, Content

When Chicago’s NBC O&O overhauled its approach to morning news, Diane Hannes, VP of creative services, and her team crafted a multi-part campaign that introduced the new team, explained the scope and pace of the coverage and tied it all in with the station’s other news broadcasts.

MARKET SHARE BY PAUL GREELEY

News Promos Take A Walk On The Wild Side

Sure, news is a serious business, but that doesn’t mean your promos have to be. It helps if your staff and management can laugh at themselves.

MARKET SHARE BY PAUL GREELEY

The Best Part Of Waking Up: News Promos

Stations across the country take different tacks in promoting their morning newscasts. From humorous to urgent to testimonials, the campaigns focus on their news teams and resources and often attempt to reference and reinforce a market’s unique characteristics.

MARKET SHARE BY PAUL GREELEY

Viewers Testify To WFTV’s News Prowess

The Cox ABC affiliate in Orlando has taken a different tack in its news promos to stay atop this contested market. It uses campaigns from Churchman Productions that feature station viewers because “viewers talking on our behalf can be more powerful than anchor-driven, on-camera spots,” according to Bob St. Charles, the station’s creative services director.

MARKETSHARE BY P.J. BEDNARSKI

LPTV In Atlanta, Portland Live Or Die By OTA

Without must carry, LP stations might rely on viewers with antennas and the willingness to receive TV over the air. One LP operator in Atlanta sees this as a challenge. He is promoting OTA reception the best he can. Another, in Portland, Ore., warns that the FCC spectrum grab is going to make it tougher for LPs and full-power stations alike.

MARKETSHARE BY P.J. BEDNARSKI

Couponing: The Medium Is The Massage

Often with the help of outside companies that provide software and support, broadcasters are finding that Groupon-like group buying deals and rewards programs are a valuable new source of revenue — a good way to bring in smaller, local businesses like massage therapists that may not be able to afford traditional on-air spot campaigns.

MARKET SHARE BY P.J. BEDNARSKI

Broadcast TV Puts Car Dealer In Fast Lane

From nowhere in 2003, to the third largest Hyundai dealership in the U.S., Scott Fink’s  New Port Richey, Fla., store grew because he had a plan and a consultant who made it happen. But in some cases, success came in spite of station account execs who, Fink says, often don’t listen to what he wants and needs in a buy.

MARKET SHARE BY P.J. BEDNARSKI

Stations Missing Multicast Ad Opportunities

The city of Concord, Calif., has banded together with local auto dealers to commit up to $80,000 to a multimedia ad campaign promoting buying cars at home. So who’s getting that money? Not a single TV station. Instead, Comcast Spotlight, which divides the area into 22 mini-markets with targeted advertising. With most TV stations still not sure what to do with multicast channels, it would seem to me that it’s somewhere between plausible and possible to reorient them toward serving a geographic segment of a station’s market. 

MARKET SHARE BY P.J. BEDNARSKI

WBRC Resurrects Rejected Super Bowl Spot

After Fox turned down a Super Bowl spot from Birmingham, Ala.-based Fixed Point Foundation suggesting people check out the meaning of “John 3:16,” the group went local, buying time on Birmingham Fox affiliate WBRC and has approached Fox O&O WTTG Washington. Next year, the group’s executive director says, Fixed Point won’t even attempt to place the ad within the Super Bowl, but will buy time to air the same ad in more local markets where the getting is easier, and cheaper. 

MARKET SHARE BY P.J. BEDNARSKI

Ore., Ala., Stations Score With BCS Game

Even though the BCS Championship Game between the Oregon Ducks and the Auburn Tigers is on ESPN, stations in the schools’ home territories were making hay (and revenue) by producing pregame specials and live reports that were finding eager advertisers. Said KMTR Eugene, Ore., GM Cambra Ward:  “Getting this kind of advertising opportunity in the first days of January is great for us.”

MARKET SHARE BY P.J. BEDNARSKI

Making Up With Non-Political Advertisers

Thanks largely to Senate Majority Leader Harry Reid’s high-profile campaign to hang on to his seat in November, KSNV Las Vegas was one of the many stations around the country to enjoy a political advertising windfall. To make amends to regular advertisers who were shoved around to make room for the TV campaigners, says GM Lisa Howfield, the NBC affiliate is now offering a “local political rate card” discount to them. “We’re trying to issue our own stimulus package.”

MARKET SHARE BY P.J. BEDNARSKI

The Devaluing of Nielsen’s Diary Currency

The Media Rating Council’s revocation of its accreditation of Nielsen’s NSI diary ratings last month didn’t surprise many in the industry who have complained about the paper-based system. And while Nielsen says it’s fixed the problem, getting reaccredited takes time. So by the time the February ratings books go out, Nielsen (and its clients) may still be hanging out on a limb.

MARKET SHARE BY P.J. BEDNARSKI

Another Sign Of The Times: Entrepreneurship

Here’s a tale of two broadcasters, undeterred by the economic doldrums, who started new broadcasting-support businesses. Ex-KXASer Larry Watzman created Revnew, which offers stations inexpensive, turnkey promotional campaigns that come complete with slick videos. Linda Wellman, who says she came up with the idea of online/on-air obits as an account executive at WNEM Flint, has gone off to market her own service, DirectObits.tv. “My goal is 70 stations by 2012,” she says.

MARKET SHARE BY P.J. BEDNARSKI

Free Lunch Promo Is A Recipe For Revenue

KXXV Waco, Texas, dreamed up “Free Lunch Friday,” which uses direct text marketing to link contestants to eight restaurants in a weely contest to win a free meal; and the other contestants receive a consolation prize of 25% off. The station estimates it will generate $35,000 this year from the promotion, and has budgeted $90,000 for next year.

MARKET SHARE BY P.J. BEDNARSKI

Stations May Suffer In For-Profit Schools Fight

The government thinks that so called “for-profit” colleges are making empty and expensive promises and want to do something about it. For broadcasters, the fear factor is that if some of the schools go away or get regulated more closely, hundreds of millions in ad revenue may be in jeopardy.

MARKET SHARE BY P.J. BEDNARSKI

Small Market Exchange Best In Show: KVIA

There were plenty of great ideas for driving sales at the NAB’s annual small-market conference, but the best one came from DMA 98, El Paso, Texas. Each morning, News-Press & Gazette’s ABC affiliate broadcasts and posts on its website the local most-wanted list. In the first month, unique visitors to the site doubled and a bail bondsman and defense attorney have signed on as sponsors. The cops are happy; the station is happy. Don’t hesitate to steal this idea — that’s what the whole conference is about.

NAB SMALL MARKET EXCHANGE

How To Boost Revenue In Just 5 Seconds

The NAB’s annual small-market sales conference got underway in Scottsdale, Ariz., yesterday with broadcasters sharing ideas on how to generate revenue. Among the ideas: turning drug-bust loot into public service campaigns, helping to get grants for public service campaigns and squeezing in 5- or 10-second crawls and spots wherever possible. It all adds up, the broadcasters say.

MARKETSHARE

TVB, NAB To Focus On Sales Outlook, Ideas

The Television Bureau of Advertising’s annual TVB Forward Conference on Thursday will look for the vital signs of an economic recovery and prospects for growth in the digital arena. Then, next week, from Sept. 23 to Sept. 25, the National Association of Broadcasters hosts its annual Small Market Television Exchange, where executives from stations in markets 76 and smaller meet to swap ideas and strategies to coax more ad dollars out of locales where mom-and-pop merchants supply much of stations’ bread and butter.