Weather. It’s May sweeps again – severe weather season in many parts of the country is already upon us. Weather. How much more is there that we can say about weather? Weather. In your planning for sweeps have you brought together news managers and weather teams to talk about how weather will recruit viewers and drive ratings in May – especially to late news?
As a SmithGeiger client you certainly have known for some time that weather is the number one reason for watching local news. But did you also know that weather now is one of the main reasons for changing the channel or turning off the TV? In many cases, weather is the number one cause of repetition in our local newscasts from daypart to daypart. This means viewers will actually turn the channel to see what the other meteorologists have to say. Do your viewers see the same weathercast in late news they saw at 6 p.m.? If so, you are in danger of creating an ejection point at a critical juncture in the newscast.
As you prepare for the May rating period – we believe one strategic move you should make is to take time to look at what you are going to do to win late news weather. More than likely it is time to recalculate how we present late news weather.