TV stations across the South covered last week’s deadly tornados using a combination of broadcast, website and social media to reach viewers on the Internet and on portable, battery-powered smartphones. And the stations also used those same tools to gather news and to direct coverage. What emerged is that the information delivery model is changing and in emergency situations particularly, you need to use all conduits available.
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.