The teams are ready. Patriots vs. Seahawks in an east vs. west coast contest. The Super Bowl has a gravitational field unequaled in TV. It pulls in people who usually do not watch local TV and even draws in those who have no interest in sports. You can choose to ignore the Super Bowl if it is not on your air, even take the night out of the book…or you can see if some of that massive audience can be brought to your station during this important sweeps period.
BIG AUDIENCE WATCHING TV
Since many people will have their TV on for many hours, a strong TV station will explore how can their team can get a share of that massive audience to leave the NBC station and come to their station. The audience may be exposed to NBC promos but still seek out their favorite TV newscast team if given a reason to.
YOUR STORY ON SOCIAL
Big breaking news and active weather can be a non-NBC’s best ally this night. If the station team doesn’t see significant weather on the horizon, the team can see if they have a story that night that might appeal to this large TV audience that has just finished not only watching a big sports and advertising event but digesting plenty of food and alcohol. A team can plan to do an intensive series of tweets and Facebook posts around their story/breaking news/weather given the audience on social media, particularly as the game has pauses when their audience will turn to smart phones for a distraction or to share their reaction to the game.
A station’s social and sports team can listen in on social and see what is resonating in social media, particularly in their region. The station’s listening team might find hashtags/topics that one can add into their conversation that can appropriately point to their newscast. Again, strong stations know a lot of viewers will be on social and will plan to be active in that space throughout the day. This is, at the very least, a chance for every station’s sports personalities to show they are listening to fans talking about the game and by retweeting and commenting, connect with sports fans around the region during what many consider to be the top sports event of the year.
If a station has a story or weather threat that merits it, this is the night to consider a push notification regarding their news and weather coverage that night. A final score push (given the news worthy nature of the event) can not only give the result as the game ends but a reason to watch the station on all screens that evening.
This is the night for a station to offer a strong piece of snackable video across all platforms that points to their news. Again, knowing the power of social this day, the right piece of video can reach many people on second screens before, during and after the game. Knowing that men may be more engaged this day on social , a team may have an opportunity for sharing a video that appeals to an audience that is not always engaged with local TV.
The Sunday night audience could be left on NBC and give the morning news on that station a bump or competitors can double down on promotion that weekend on all screens about why to watch their morning newscast on Monday. Monday morning’s newscasts could be heavily promoted for a big local story that a station’s team will be covering that day. A strong station immediately wants to reassert their ownership of the big stories in their region even when a competitor has a big night.
Everyone hopes that the game ends with no public safety issues. That said, every station should have their team be on stand by for any incidents that might occur around this most American of sporting events. While a network will offer their own coverage of any concern, it is advisable that stations be standing by with plans for how they could react to any public safety issues with careful reporting of any concern across all screens over this weekend.
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