Market Share

PromaxBDA, the global trade association of the entertainment marketing and design industry, today appointed Jennifer Ball head of marketing, effective immediately. She joins the organization  from Univision Communications, where she was EVP of marketing and content partnerships.

WCSC, Raycom’s CBS affiliate in Charleston, S.C., is out in front by more than a million social media actions over its next nearest competitor during the last six months. WCSC has almost 1.8 million actions on social, 27% of the total engagement generated by the DMA (No. 92), with more than 6.5 million social actions.

WTOL, Raycom’s CBS affiliate in Toledo, Ohio, has three times as many social media actions as its next nearest competitor in the market over the last six months according to data from audience insight firm Shareablee. Why? A number of factors, including research on what viewers want, breaking news, weather, stories that deliver polarizing points of view and features designed to encourage viewer engagement.

WMTW, Hearst’s ABC affiliate in Portland, Maine, leads its market in social media actions over the last six months according to data from audience insight firm Shareablee. Amy Beveridge, WMTW’s news director, says the station’s use of Facebook Live during breaking news and severe weather is one reason for its success.

For years, on-air promos were the only way stations had to recruit news viewers with the news of the day, unless they bought time on other media, like radio, print or cable. Then came Facebook. Facebook provides stations with another — and much more mobile — screen to reach potential news viewers. From a marketing perspective, it’s fishing where the fish are. This is the final installment of a five-part series, Building Viewership with News Topicals. Read Part 1 here, Part 2 here, Part 3 here and Part 4 here.