TV station promos remain the number-one way to motivate viewers to watch local newscasts, although the gap is narrowing, according to a study conducted by PromaxBDA and Frank N. Magid Associates.

In addition, promos that clearly communicate the benefits of tuning into a particular story or newscast tend to be the most effective

These findings and more will be released by the two organizations at the PromaxBDA Station Summit in Las Vegas on Thursday, June 25. Among other things, stations will learn how to use this information to strengthen the impact of their marketing messages to drive viewers to their newscasts.

Led by Dick Haynes, Magid’s senior vice president of research, Magid used two of its proprietary tools to evaluate promos’ effectiveness: the Promo Power Index (PPI) and the Reason to Watch (RTW) scale.

“In this changing multi-platform landscape discovering why people make decisions to watch local news based on promotional messages has never been more important. Those are the promotional best practices we will deliver on Thursday,” said Haynes.

From traditional TV promos to Facebook and digital, the study is intended to help stations redefine viewers’ values across media. Magid examined everything from from on-air targeted special reports to image campaigns and proof-of-brand TV ads. On the digital side, Magid tested text alerts, Facebook posts and rich digital media.

“This study shows marketers how to effectively use their TV inventory and outside media budgets to reach their target consumers,” said Jim Thomas, Magid VP of marketing. “Getting this kind information can guide the creative approach as well, and help keep TV station brands strong.”

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