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Broadcast Views

Breaking news: iPad contests boost ratings

By Bryan Schott
Posted // June 28,2011 -

Using contests to drive ratings has been around for as long as I can remember. Hell, in radio, offering cash or fantastic prizes for listening to a particular station is known as “buying the book,” literally goosing ratings because of your giveaway. But, with the advent of social media, it seems as if local TV stations are taking the concept to a whole new level, and possibly blurring the line between news and promotion in the process.

Over the past few months, how many times did you see a Facebook or Twitter post from someone in your social network proclaiming they just registered to win a new iPad or TV or even furniture by “liking” a local newscast’s page? That social-media push seemingly worked.

KUTV 2 and Fox 13 saw significant gains during recent ratings periods, as all of KUTV’s newscasts won their time slots. The Salt Lake Tribune reported that it was the first time a Utah TV station has shown that kind of ratings dominance since 1985. Additionally, Fox 13 saw significant viewer growth in its 9 p.m. newscast. Both stations were extremely active with Facebook giveaways during that time frame.

Tanya Vea, KSL’s executive vice president, thinks the Facebook contests’ impact is huge. “They don’t maintain their ratings if they stop contesting,” she says. “Was it effective for KUTV? Yes. It drove ratings for them. But when you take that away, content-to-content, we win.”

But KUTV’s vice president and general manager Steve Carlston disagrees. “It’s not an apples-to-apples comparison. ... The truest measure is during sweeps when everybody puts their best game forward, and we won every newscast two sweeps periods in a row.”

According to Vea, KSL is now ahead of KUTV on most newscasts on its Nielsen rating, posting for its 10 p.m. news broadcast during mid-June a 9.8 rating and a 20 share (9.8 percent of all households with a TV in the market watched their news, while 20 percent of all TVs on at that time watched them). For the same period, Vea said that KUTV had an 8.9 rating and an 18 share.

Carlston is not impressed. “Any time you come in second place, whether it be sports, business or TV news ratings, you find ways to minimize your defeat.”

Vea says that KSL did its fair share of giveaways during the last ratings period, but it was not as integrated with its news product as other stations’ promotions.

From a marketing standpoint, the push into social media makes some sense. Todd Wolfenbarger, president of The Summit Group, a local marketing agency, lauds social media’s ability to get people to try new things. In the case of TV viewing, it can drive sampling by viewers. But, whether or not those viewers stick around depends on what they see. “The product has to be quality. What people are doing is ‘paying’ for the news with their time. … Whether that increase lasts remains to be seen.”

Fox 13’s president and general manager Tim Ermish says the station takes a reasonable approach to its Facebook giveaways. “There’s a limit where you reach a diminishing return on your investment. That could be happening now.”

A recent study from the University of Maryland found that young adults age 18-25 get their information passively through social-media sites like Facebook and Twitter. They don’t visit traditional news sites looking for news; they let it come to them. Simply put, news operations are going where youthful consumers are, and—for now, at least—that means Facebook.

Digital public relations expert Pete Codella says you have to tap into the narcissistic nature of consumers in order to market online. “Consumers are asking what value they get for saying they like a brand on Facebook, following a company on Twitter or subscribing to an organization’s blog. Sure, news and information may be useful, but in the online-marketing industry, we’re seeing a social-purchasing trend,” Codella says.

So, what’s the most effective strategy? If it’s simply to goose ratings during key times, that will work for short-term gain, but it could cheapen the overall news product. Vea says, “When you start driving your content producers into thinking of contesting as content, that’s problematic.”

The bottom line is that social media is a nascent platform for broadcasters, and they’re still struggling to figure out how to use it.

Bryan Schott, managing editor of UtahPolicy.com, has worked for many media outlets in town, including KSL. He also blogs at BryanSchott.com.

 
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REPLY TO THIS COMMENT
Posted // June 28,2011 at 13:52 Ok, I didn't want to say it, but what the hell. The KSL anchor people, starting with the early morning show, are uninteresting people and it's squirmy-uncomfortable watching them trying to be normal humans. They are so used to having to package their newscasts in heavy, clear plastic, antiseptic couch protectors for the elderly KSL audience that they've lost any mojo they might have had.
The morning crew: Ugh! Scott the accountant took off his glasses and went from Ward Clerk to Bishop-looking dude. Tanya P. makes the ugliest face when she simply smiles that I want to scream. She cocks her head off to the side like she's listening to a dog whistle, seems to have little personality and Richard Pies (sp?) is gay.
The effort to compete with the "show" going on at KUTV is stilted, stunted and embarassing. The final credibility straw for me was when then tried to compete with KUTV's Casey Scott with some black dude with an English accent who was apparently instructed to be a totally silly twat on camera and it's more like a minstrel show for wealthy, white viewers. The night time crew, except Bruce Lindsay, is aged, faded and ready for the pasture and it shows. Period. Between Keith McChord's ever-increasingly-bad wig to Carole Mikita finally evolving into an elderly English bird-hunting dog, they are uncomfortable to watch.

Contrast that with KUTV. Ron Bird is one of the most spontaneous and funny people on the news locally. He does not care if he looks silly or someone makes fun of him, he rolls with it and usually makes people like him. And the women reporters on Ch 2 are not hefty babes, looking like large, Scandanavian milk maidens(KSL!). Other than Sterling Poulson, they are all highly watchable and listenable. If Sterling would please stop yelling the weather at me, I could tolerate him.
I have always believed that KSL got most of its audience share from members of the LDS Church who feel that it's "their" channel or that it was preordained in theri minds that they watch only that channel, even though the product looks awful these days. The graphics, the studio, c'mon! Evolve! You're comfortable like an old adult diaper, KSL.

 

REPLY TO THIS COMMENT
Posted // June 28,2011 at 10:18

KSL must have been threatened by KUTV's facebook success because out of all the utah stations on facebook I've seen KSL frantically try more campaigns and contests than anyone else...If anybody has tried to "buy the book" it's KSL.

The whole "content-to-content we win" remark. Ummm. Prove it. I would watch KUTV or FOX anyday over boring KSL who is about as stale as an 5 yr old bag of doritos.

Stations who engage/interact with their users and have personality win. The News industry has changed. Viewers want to voice their opinion and be a part of the news. Enough said.

 

 
 
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