Importance of Local Broadcast News

Posted: 05/07/2012

Studies reveal that viewers are more likely to watch and trust local broadcast news

Nearly three quarters of Americans (72%) report following local news closely "most of the time, whether or not something important is happening."

According to Pew’s annual State of the Media Report, “Local television news is still the number one source for the majority of people. Local TV also led in revenues, with digital media coming in second. National news/media, while higher in reach, came in a distant third in viewer/readership.” Pew Research Center conducts content analysis to examine trends in news coverage and aggregates data related to the news industry, which examines the public's interest in the news and attitudes of and toward the press.

According to a related survey by Gallup, one of the more interesting phenomena is the local positivity bias. Survey respondents universally rate national items more negatively than the same item at a local level.

“Agenda-setting theory” states that the news media has a large influence on audiences in terms of what stories to consider newsworthy by how much prominence and space/time is given them. So, if the news media decides to show a certain topic more often than another it shapes the agenda and shapes what people remember and call back to at a later time- this is the psychological rationale behind the positive effects of top-of-mind-awareness (TOMA.)

In accordance with media research, news credibility, and the effects of top-of-mind on brand, one must develop a business and marketing strategy that capitalizes on consumer viewership preferences.

FIREBALL RUN has several major components; the motoring event, participants, cause- related aspect of missing children, the film production and its sponsors. The rally also combines different but inter-related target audiences with multiple genres or types of fans, followers, consumers and/or industries.

Each of these components and groups represent different opportunities, locations, and subjects, for marketing and media- we refer to these generically as “media clusters” and they are an integral part of our overall strategy.

-Geographic Clusters: Destinations Cities, Route Cities, Participant Hometowns, Missing Child Hometowns and/or potential Whereabouts

-Component/Group-driven Clusters: Media attention generated by and/or received as a result of- a participant, a sponsor, a missing child, or the film.

-Content-driven Media Clusters: Content-specific stories printed in specific topic-related publications or sections such as; automotive, racing, rally, grassroots marketing, non- profit and/or cause-related, technology, political, entertainment, etc.

Eliciting overlapping local and regional market media clusters by various different media; local broadcast news, newspapers, magazines and online sources is nearly equal in reach to many national mediums and according to research actually exceeds them in credibility.

But this certainly doesn't mean that national coverage is not worthwhile. Stories regarding FIREBALL RUN on CNN’s Nancy Grace and write-ups in USA have been well received. Coverage by media on a national level lends brand name recognition and a sense of national importance.

Whether on national or local media levels, media informs and helps shape the perceptions of issues concerning people to make an emotional impact that can make them more receptive to change.

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