Perspectives

Copyright 2019 by DNN Corp

 

Nielsen Viewer Assignment – Three Action Steps to Consider Right Now

Nielsen Viewer Assignment – Three Action Steps to Consider Right Now

Effective December 31, 2015 demographic data reported by Nielsen in all but the top 25 TV markets will be unaccredited. The move follows Nielsen's decision to drop paper diaries -- a nearly century-old measurement method -- for estimating the demographic composition of audiences in its 31 "set-metered" market ratings and all 154 diary only markets to begin using new, as-yet-unaccredited methods for calculating who is watching television. In place of the paper diaries, Nielsen has introduced a new method, a mathematical modeling technique that Nielsen calls “viewer assignment” that extrapolates audience estimates.

In a nutshell, the viewer assignment method mathematically models and ascribes audience estimates for non-people meter markets with data generated from its people meter sample. The new viewer assignment method is treating the behaviors of people in one sample -- the national people meter respondents -- in a way that is representative of viewers in non-people meter households. This new methodology is meant to derive demographic data for stations in smaller markets from larger local people-meter markets, some located far away.

We could use this space and reams of paper to discuss the pros and cons of this approach – but we won’t. Viewer Assignment is here and now the question is what does your station do about it.

Here are three key items and action steps your station needs to take now that Viewer Assignment is here.

READ MORE

Winning Super Bowl 50 On All Screens

Winning Super Bowl 50 On All Screens
Winning Super Bowl 50 On All Screens

“We are putting the full weight of the company behind everything surrounding the game” Les Moonves

With the Super Bowl returning to CBS, as Mr. Moonves indicated in the above quote, a full team effort is underway. Starting Monday February 1st, CBS has announced it will have around the clock coverage of the Super Bowl on all CBS platforms from on air radio and TV to cable and digital.

The Super Bowl can also be an important opportunity for CBS stations to grow their audiences during this same time period and beyond.

There are three ambitions that a concrete three screen Super Bowl plan can help a station achieve:

READ MORE

Story Ideas: January 2016

Story Ideas: January 2016

Suddenly it's January, and you've noticed your planning calendar is still recovering from the holidays. Our team at SmithGeiger has swept the country and offers these 10 story ideas

HERE COMES... LA NINA

As the effects of the most severe El Nino in almost 20 years reverberate around the country, preparations are already under way for La Nina.

WI-FI TOY PRIVACY CONCERNS

What did your kid unwrap this holiday season? Why some new Wi-Fi enabled toys come packed with new privacy concerns.

VIRTUAL REALITY 101

Why Facebook is sure that virtual reality is the next big thing, and how you can get your hands on the latest technology.

READ MORE

HOT CLIPS: January 2016

HOT CLIPS: January 2016

We kick off the New Year with a fresh set of multi-platform Hot Clips from around the country...

WILD WEATHER (KNXV, Phoenix): a Facebook video wrapping-in UGC, the station's weather promise, and a little bit of fun.

STORM POP (WCVB, Boston): keeping viewer-safety front and center in this winter weather POP.

SCHOOL CLOSING JOY (WVEC, Hampton): maybe not for parents, but for kids, School Closings bring on big smiles.

READ MORE

HOT CLIPS: December 2015

HOT CLIPS: December 2015

Our last set of Hot Clips for 2015 comes wrapped in a mixed bag of holiday cheer, weather, breaking news, and a very difficult story to promote...

PARIS TERROR INTERVIEW (VICE): sometimes less is more when pushing an exclusive interview about a tragic story  

FORECAST UPDATE (WRC, Washington): a quick bump-in two minutes before the main weather hit on a stormy day

BLUSTERY MORNING (WBRC, Birmingham): the AM anchors head outside just before the newscast to set the tone on Facebook

READ MORE

Holiday App Marketing

Holiday App Marketing
The value of the holidays in marketing apps is clear. The period from mid December through early January is, according to Apple, traditionally one of the most active in the app stores. During the holidays many people receive gifts of new mobile devices or iTunes/Google play gift cards. When each of those new phones, tablets or gift cards are activated, station apps can be top of mind, leading to downloads and daily activity.

The leader of the station app download effort, be it digital, news or promotion can establish the benchmark of where the app downloads and monthly active users for the family of station apps. With those numbers in mind, the station team can define new goals for growth in the weeks ahead. A strong six part plan can lead to a significant increase in app downloads and long term customer connections.

1. Look Like The Holidays
An easy starting point is to “decorate” your apps and app marketing experience with imagery and language that speaks to the holidays.

2. Leverage Your Station Inventory
Those images and promotional concepts can be offered across all platforms. Social media posts, social media ads, website ads, and promos on air can all be coordinated to give the maximum impact. With a drop in demand for TV inventory at some stations right after Christmas, there can often be an opportunity to leverage the station’s air time to help encourage downloads.

READ MORE

Story Ideas: November 2015

Story Ideas: November 2015

Even with your November plan running on all cylinders, it never hurts to have a few additives ready to pour into the story engine.  Here are 10 potential quick-turn ideas collected by our team at SmithGeiger...

BOARDING PASS WARNING

Be careful what you do with your used boarding passes.  Identity thieves love what they can find on them.

HOTEL SAFE LOOPHOLES

That hotel in-room lock-box certainly provides peace of mind.  But just how safe... are these safes?

ODOMETER ROLLBACK CONCERN

If you thought those electronic odometers were tamper-proof, some drivers are quickly finding out that's far from the case.

READ MORE

HOT CLIPS: November 2015

HOT CLIPS: November 2015

What will get an increasingly distracted viewer to look-up at the big-screen?  Our latest round of Hot Clips provides 5 potential examples... 

TEASING TWO-SCREENS (KSAZ, Phoenix): an in-studio tease using Facebook live

RIGHT NOW RE-BOOT (WESH, Orlando): using, bold urgent showcasing as a quick restart in the AM

VIRTUAL FLOODING (The Weather Channel): a new augmented reality example helping add perspective on flooding

READ MORE

Keeping Stories Alive: Up or Out!

Keeping Stories Alive: Up or Out!

Do we get it? Just how quickly news gets distributed by multiple sources across multiple platforms? Yes, we know it but do we get it? Get just how fast a story—or at least its initial headline—gets old?

Do we get it? Just how quickly news gets distributed by multiple sources across multiple platforms? Yes, we know it but do we get it? Get just how fast a story—or at least its initial headline—gets old?

Not many get it; otherwise, we’d see much different behavior.


• A story from a network morning show would not run in a 4 p.m. newscast.
• A station’s news app would not have its first 10 stories be two hours or more old.
• A prime tease topical would not use the same headline from early news to sell a story.
• A late newscast would not have pacer stories that were merely a carry-over from early news.
• A morning newscast would not repeat secondary stories within a half hour of each other.
• A station would not act like they were premiering a “viral video” when it has 2 million views.

Enough with the “nots.” We were all taught it’s better to state things in the affirmative, so here goes:

READ MORE

Facebook Tactics for Your Brand

Facebook Tactics for Your Brand

By now you should be seeing the increasing importance of social media and Facebook in particular as a key component of your daily and rating book strategy. In the words of Share Rocket President Chris Kraft “Twitter alerts, Facebook converts” a clear message about its ability to get far more engagement, stickiness and overall loyalty from your fans. SmithGeiger research indicates that for many it has become as primary as your newscasts as their first source for news. The reach you can get from not only your brand but the aggregation of your talent along with your brand can often easily outdistance the reach from on-air topicals. So, as you gear up for November, here are a few tactics for your tool box:

Facebook recruit to view- A daily plan for every newscast by both your brand and each talent associated with the show. Stay away from overt “coming up at 5…” type language. Instead, both talent and the brand are best if the content is more native to platform language that accentuates the NOW or the effort going into a story that makes it unique “At 10 we have an entirely different story than the one you may have seen at 6…” At many stations this function is increasingly under the marketing department to work closely with both the brand and talent on the timing and tone of these that should generally post in the hour before air to give it time to surface in feeds. It makes good sense to integrate this with the topical efforts so there is brand congruity.

READ MORE