Viewer Testimonials is the Secret of Success

KATV/Channel 7/Little Rock is touting the success of a viewer testimonial ad campaign for the up swing in viewers for its morning show.  Daybreak has climbed to a 31 share according to the November ratings book.  That is up from an 18 share in May 2011.  In that time frame KATV stole Alyson Courtney from KTHV.  

In 2011 KATV started a viewer testimonial campaign featuring viewers of the popular morning show.  According to an article on TV News Check.com, two producers were also hired for Daybreak.  Rob Thomas, KATV’s creative services director told TV News Check, “I have no idea whether growth like that has happened anywhere so quickly,” Thomas says, “maybe it has, but it’s rare. We’ve had extraordinary success in turning around the numbers. Four ratings periods since the changes — November 2011, May 2012, February 2013 and November 2013 — we’ve had clean sweeps in households and demos in the mornings. It had been more than a decade since the station had that kind of success. Testimonials can be very effective if done correctly and consistently. The most important element: people who are passionate about your product,” Thomas claims.