Posted on July 10th, 2016 By Jacques Natz
As an NBC station the Road to Rio will provide great opportunities with double digit ratings heading into your late newscast- even if it is getting displaced later than usual. Unlike the two most recent Olympics in Sochi and London many of these events will be live as Rio is just one hour ahead of EDT. The exposure your station will get in all day parts with different audiences means in addition to your loyalists plenty of roving loyalists and switchables will be in play.
Coming off the acrimony of the presidential campaign the Olympics can be a time to bring people together- a little patriotism can go a long way especially given that Rio (Aug 5-21) comes right after the GOP and Democratic conventions in July. Rio is also taking place as many communities start up the new school year too- offering a great platform to image your brand. Certainly a BIG, bold, patriotic feel in your promotions and social posts makes good sense to bolster your image in these fractured times. To help you capitalize on the event on all platforms here are 10 opportunities to consider:
1. Late newscasts- Stick with the key focus areas and make sure it is urgent and quick paced to help them forget about the close finish in the USA basketball game. Accentuating your commitment to NEW, NOW and NEXT is more important than your strategy of potentially including TSRs. Some nights that might include a highly produced cold open that hooks viewers to watch multiple stories and others you will want to jump right into the Big Story as quickly as possible.
2. AM News- The Olympics provides a gold mine for our morning news with enhanced sampling from people who may never see your mornings but left the station on NBC after the night before. Consider a separate look or area to present this information each morning to help set up my day to sample Olympics on every platform. Be my Olympics companion in the morning.
Posted on July 6th, 2016 By Chris Archer
It's the middle of summer. Vacation-season is in full swing. And now the Olympics are back - but not on my station. Time to raise the white flag? Absolutely not!
In fact, it's a great opportunity to make some headway on your NBC foe in the market, reminding consumers that you - as the news leader - will never compromise live coverage of breaking news and weather for the gold medal round of... handball (we actually like handball, but like disruptive weather better).
Our team at SmithGeiger has compiled a Top 10 list of tactical and strategic initiatives for non-NBC stations during the Summer Games:
- Own News When They Can't: the Games will pre-empt most 4pm, 10pm, and 11pm newscasts on NBC stations. (See the NBC Coverage Plan here). If there's breaking news or weather, go all-in during these newscasts. See bullets 4, 5, and 6 below for digital ideas on how to remind consumers a station in the market won't make you wait for news.
- Be Better Competitively: in the AM and Early Evening time periods, we'll still be head-to-head with the local NBC station, but while they're caught-up in long live shots, talk-backs, feature profiles, and highlights from Rio, let's hammer-home the news of the day. Be sure we're loaded with live reporters, breaking news, and a constant promise of weather coverage, especially in those A-blocks.
- Hold Our Morning Ground: we always hear notions of an "Olympics halo" that helps an NBC-station the next morning. Not true, at least not consistently during the 2014 Games. Make the AM newscast your priority during the Olympics, as it likely is every single day, and simply put: plan on winning with great, consistent coverage.