Local News

The Demand for Local News is Growing

  • The audience for local news overall is on the rise and the demand has stations adding newscasts at new times and across additional platforms including digital sub-channels.
    • Total news airtime has increased +20% over the past 5 years
    • Stations are drawing larger share of the ‘news’ pie
    • Growth is in Late News and Early Morning
    • Studies have shown that in many markets, network broadcast news out-delivers network cable, and in local markets, local broadcast news out-delivers both network broadcast and cable.
      • In D.C., network broadcast beats network cable by 264%.  Local late news out-delivers network broadcast by +55%, and network cable by +500% in aggregate RA25-54. (TVB analysis of Nielsen ratings 2012 – Net cable stations (6p-12M).
  • News viewership increased 70% from 4:30am-5am in the past 3 years.
  • The demand has resulted in more newscasts at 4pm in place of syndication, and at 7pm as an alternative for working adults.
  • Stations such as the WCBS and WNBC are now offering 24-hour news on D-2 channels.
  • Despite the growth in options, studies continue to show that local broadcast news is the top choice for news and information both on air and online across key demographic groups.
  • Local stations are beginning to combine strength to serve larger audiences.  An example
    • Nexstar stations across four DMA’s in Arkansas are combining resources and creating an extensive news platform for the first daily statewide newscast.

Breaking News and Community Service

  • No other local media has the community ties of broadcast stations.  Knowledge Networks’ Media Comparisons Study recently released that adults consider local broadcast the media most involved in their community.
  • After the East Coast earthquake in Sept. 2011, local D. C. station websites soared 3X the number of visitors from the day before. (Reported by ABC, NBC, CBS affiliates.)
  • Local TV stations are the top choice for adults in breaking news.
  • Rentrak set-top-box data showed local TV viewership increased as much as 78% during the days surrounding the storm. (Rentrak Corp.12 most impacted markets)
  • Local broadcast consistently draws more viewers than local cable during national events as well.  President Obama’s budget speech to the nation on July 27, 2011 out-delivered local cable in the top 10 markets. (163 aggregate HHrtgs Live + SD vs. 57.8 for cable news nets)

TV Station Websites

  • Hyper-local websites continue to thrive as a resource for local communities
  • Competing stations are beginning to join resources for greater advertiser reach.


Social Media

  • TV stations are using social media not only to engage with viewers and drive them back to on-air programming, they are now hubs for community news and information.
    • KOMU-TV’s Facebook page in Columbia-Jefferson City, Missouri became a clearinghouse for updates about how the community could volunteer and help after a damaging tornado.
    • The NBC station in Hartford saw its Facebook page light up when they reported news during Hurricane Irene, which prompted the station to go on-air live earlier in the day.
  • Social media is not taking away from TV viewing, it’s working with it.  When Joe Paterno’s ouster from Penn State leaked on Twitter, ABC station group’s Rebecca Campbell said local stations earned some of their highest ratings.

Mobile DTV

  • OMVC Mobile DTV Consumer Showcase showed that access to local TV stations were considered essential for Mobile DTV adoption.
    • Live, local content was a great differentiator from other mobile video services already available.
    • Local News was the #1 episode genre tuned to on cellphone and netbook devices.
    • Appeal was particularly high with younger A18-29 who are projected to be strong first adopters.

Source: Media Comparison Study 2012; Pew Research


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