Marketers to Continue Purchasing Spots During Local TV News

As consumers continue to flock to the Internet for everything from entertainment to education, there’s one old media format that does a respectable job of commanding attention. The local television news broadcasts continue to draw in consumers who seek information about local happenings and the weather. As a result, this media format will continue to draw ad dollars from marketers.

Consumers who watch a variety of TV shows at least twice a week give local news a high ranking. Here are the percentages of viewers who tune in to various TV formats:

  • Broadcast network prime time drama/​sitcom 32%
  • Local TV news 31%
  • Cable news 25%
  • Broadcast prime time reality TV 24%

The survey also found that consumers are less likely to fast forward through ads on local TV news. As a result, consumers say ads appearing during the local news keep them "in the know”. About 12% of consumers say they purchase products/​services that have been advertised on local TV news shows.

Consumers are also showing allegiance to the local TV news websites in their markets. About 59% of consumers report visiting the local news website at least once a week. Again, weather appears to be an important draw for this group. While 55% of consumers like the local TV news weather on the websites, 56% say they prefer weather-​specific websites. And the advertising on the local sites is being noticed. The same number of consumers, 12%, who make purchases because of ads on local TV stations also purchase goods and services because of ads they’ve seen on websites.

Numbers may be changing but for now, 55% of consumers prefer to get their news information from TV. Consumers agree this format excels at:

  • Keeping consumers informed 61%
  • Providing weather updates 71%
  • Acting as a source of community information 61%
  • Acting as a source of political information 57%

Marketers will likely continue to allocate a portion of their media mix to local TV stations, both in traditional and online formats.

[Source: Local News Advertising Positioning Opportunities. Hearst Television. Hearsttelevision​.com. November 2010. Web. 14 Dec. 2010] 
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.