Tuesday, February 18, 2014

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.

46 Comments:

At 11:48 AM, February 18, 2014, Anonymous Anonymous said...

is it the shoes?

 
At 11:55 AM, February 18, 2014, Anonymous Anonymous said...

This reminds me, why does KARK's morning show, "KARK 4 Today", still start at 5 instead of 4:30 like the other two (KATV 7, KTHV 11)? All they have to do is move "Early Today" from NBC News up to 4 and then their show will be from 4:30 to 7...

 
At 12:00 PM, February 18, 2014, Anonymous Anonymous said...

KATV's "Daybreak" program even has its own coffee blend. An obvious skit to get even higher ratings...

 
At 12:15 PM, February 18, 2014, Anonymous Anonymous said...

When the competition is weakening, what do you expect?

No Suares, no ratings!

 
At 12:18 PM, February 18, 2014, Anonymous Anonymous said...

It's not the promos. it's the lack of competition.

 
At 12:38 PM, February 18, 2014, Anonymous Anonymous said...

AKA: "Sinclair, PLEASE do not fire me... I AM DOING A GREAT JOB!!!" - Rob Thomas

 
At 1:02 PM, February 18, 2014, Anonymous Anonymous said...

Alyson is the most popular morning anchor in town? I guess that's why she works a two-hour day.

 
At 2:34 PM, February 18, 2014, Anonymous Anonymous said...

KATV sucks!

 
At 3:07 PM, February 18, 2014, Anonymous Anonymous said...

Sinclair won't fire him. But he will have sell anything that moves. and btw make sure everything moves.

 
At 4:16 PM, February 18, 2014, Anonymous Anonymous said...

Please don't fire the best morning show anchor in the market either. Pay no attention to what she does for the other 6 hours of a normal working day...

 
At 5:17 PM, February 18, 2014, Anonymous Anonymous said...

Chris Kane is all gel and goofy socks. If you can't say Joseph a Banks but instead say Hosay Banks (get it- Jos A Banks?) then you need some work in the minor leagues.

 
At 5:33 PM, February 18, 2014, Anonymous Anonymous said...

Don't kid yourself - Little Rock IS minor leagues.

 
At 6:26 PM, February 18, 2014, Anonymous Anonymous said...

i like 7 but KTHV has a better morning show i really like the lightng of the KTHV Building and their weather graphics are better than 7

 
At 7:08 PM, February 18, 2014, Anonymous Anonymous said...

That is funny. 7-4-11 that is the order of quality.

 
At 9:36 PM, February 18, 2014, Anonymous Anonymous said...

Seriously, something is different about 7 this book. I can't put my finger on it though. The sweeps stories are ok, but it's like they are throwing them together without the same "panache" they used to have. Photogs not have time to work on them? Or reporters shooting and cutting their own?

 
At 9:44 PM, February 18, 2014, Anonymous Anonymous said...

Well photogs don't cut stories at 7. That's probably the problem you are noticing, but does not explain what you see that is "different" than other books.

 
At 10:00 PM, February 18, 2014, Anonymous Anonymous said...

Photogs don't? I know it ain't reporters, so who edits them - the photog fairy god mother?

 
At 11:32 PM, February 18, 2014, Anonymous Anonymous said...

Haters gonna hate.

Don't hate KATV. Hate the game.

BWAHHHHHHHH!!!!

 
At 4:04 AM, February 19, 2014, Anonymous Anonymous said...

Does anyone know where has Mallory Brooks been?

 
At 5:04 AM, February 19, 2014, Anonymous Anonymous said...

She's on pregnancy leave

 
At 6:19 AM, February 19, 2014, Anonymous Anonymous said...

Sinclair doesn't care near as much about numbers as Albritton, unless you mean profit numbers - which can be sought after in other ways they have perfected. So book periods are about to get less important for KATV.

 
At 6:26 AM, February 19, 2014, Anonymous Anonymous said...

A couple months ago some KATV people told me and a handful of other people they thought that Sinclair was probably going to not change anything because they were on top and Sinclair wouldn't want to mess with that... wow, drinking the corporate Kool Aid much? You are all nuts if you really believe that.

 
At 6:50 AM, February 19, 2014, Anonymous Anonymous said...

The only manager at risk from Sinclair is Gentry. He is learning on the job and spends more time in HR and the GM's office than in the newsroom. He can't hire since no one thinks he knows anything about news. He should go back to 11 where he fit in with the other losers. Rob Thomas is holding the place together from the promotions office.

 
At 8:12 AM, February 19, 2014, Anonymous Anonymous said...

Oh please. The ratings have been much higher since Genty arrived. He is fine unless he wants to fight with Sinclair on the changes they will make.

 
At 10:02 AM, February 19, 2014, Anonymous Anonymous said...

Genty knows nothing about news and that's why he can't hire anyone? That is just stupid logic. You must be referring to the producer openings and I'll tell you exactly why they aren't getting filled fast - they want people with lots of experience who are also willing to live on next to nothing.

It's not hard to find reporters willing to do that, because they get paid in the glory of on-air status and hope to work their way up to something else one day. Producers get no such glory and those with experience can go straight to the big markets anyway. That is the challenge.

Are their expectations set too high on what caliber producer they can attract? Probably so. But you can't blame them for trying.

 
At 10:06 AM, February 19, 2014, Anonymous Anonymous said...

He can't hire since no one thinks he knows anything about news

Tell that to the person he hired from Fort Smith.

 
At 10:22 AM, February 19, 2014, Anonymous Anonymous said...

I am a long time observer of Little Rock television. The three morning shows are the weakest that they have been in years. All three are nothing short of awful. It is my opinion that the weakest is KATV. I can't take the silliness of those two women on channel 7. KARK and KTHV are just plain bad. It is pretty sad when I am surfing the channels and I end up watching Mike and Mike on ESPN2.

 
At 10:28 AM, February 19, 2014, Anonymous Anonymous said...

Not everyone is drinking the corporate Kool-Aid, as evidenced by the number of off-air people who have left. None of them stated that reason when they walked out the door, but I think we all know it had to have been at least a small factor.

I think it's interesting that the on-air, do-nothing people who are supposedly the ones who really need to watch their backs haven't shown any indication of leaving.

 
At 11:08 AM, February 19, 2014, Anonymous Anonymous said...

Bring back Bozo. He was the last thing interesting on 7.

 
At 11:51 AM, February 19, 2014, Anonymous Anonymous said...

I think folk watch 7 because they always have. It can be awful but they don't care. I get told by folks how fake munoz comes across..how lazy ned perme comes across. I find all stations here unwatchable. KATV's morning show is more like a circus on crack..they make one dizzy doing all they try to do..4 and 11 are more moderately paced. Plain and simple, courtney brought alot of viewers in with her when she crossed the street. Just seems she is too high on caffine at KATV.

 
At 11:57 AM, February 19, 2014, Anonymous Anonymous said...

I used to watch Channel 7 about ten years ago, but I switched to Channel 4. Channel 4 was better. I've since switched back to Channel 7. 4 has gotten worse and 7 has gotten better again. We viewers do switch around.

 
At 2:06 PM, February 19, 2014, Anonymous Anonymous said...

Local news is fast becoming irrelevant! Repeating stories seen 2 days prior on other stations doesn't help their cause.

 
At 2:27 PM, February 19, 2014, Anonymous Anonymous said...

How does Ned keep his job? I only watch KATV's 10:00 p.m. weathercast as my last weather resort.

 
At 2:28 PM, February 19, 2014, Blogger the oBserver said...

As an industry outsider and observer, it's hard to believe that any of these folks get ANY work done or a broadcast on the air. Seems like all they do is retweet each other's tweets or post here on this blog.
How's about some of you work towards increasing the quality of your core product-NEWS?

 
At 3:09 PM, February 19, 2014, Anonymous Anonymous said...

As so many have pointed out, the lion share of on-air employees don't have that much to do... The photographers/editors shoot and edit the stories, the producers write the rest. Gives reporters and anchors lots of time to chit chat and retweet each other.

 
At 3:10 PM, February 19, 2014, Anonymous Anonymous said...

How hard can it be to read the news? I do it everyday on the internet. All they have to do is be so young and cute and perky that people want to watch them read the news, instead of reading it ourselves. Apparently these three fit that bill.

 
At 3:51 PM, February 19, 2014, Anonymous Anonymous said...

Viewers you will have to remind yourself that these kids are constantly telling themselves that the news you read on the internet isn't enough for you, that you crave personality and presentation with your morning coffee, that the 7-day weather outlook on your phone does not usually suffice, that you watch sports coverage on anything aside from ESPN, that they have not entered into a dying business.

This is a sad reality that all face. To make up for it, they tweet about their stories to join the new way people get their information. But of course, most read the tweet, facebook post, or maybe even click on the web story, but most do not actually watch the newscast. And why should they? It adds nothing but a smile.

 
At 10:54 PM, February 19, 2014, Anonymous Anonymous said...

Ned & Barry are both dead weight, Melinda keeps gaining weight & it's a wonder she is even still on the air in this market. Christina oozes FAKE & Janelle is too big for her britches (literally) & lacks both talent & wardrobe acumen & Kat just shouldn't even open her mouth on air at all. Lots of things to start with on Main Street...

 
At 5:09 AM, February 20, 2014, Anonymous Anonymous said...

Anyone see Janelle fall flat on her ass at the house/senate basketball game? Too funny... she should not wear clothes that tight either. How old is she? Unless she is over 30 already, this is only going to get way worse. Get out now girl, there is no way you are going to be on tv like that in a few years.

 
At 10:20 AM, February 20, 2014, Blogger the oBserver said...

This comment has been removed by the author.

 
At 10:22 AM, February 20, 2014, Blogger the oBserver said...

For what it's worth, the tweets I referred to are coming from News Directors and Producers....
Too much time on their hands and too little REAL WORK to do apparently.
And I work solely on commissions so if I don't produce, I get no check.

 
At 10:15 PM, February 21, 2014, Anonymous Anonymous said...

Why is creepy Matt wearing a scarf & little red KATV jacket when the guy he is interviewing is wearing just his park ranger outfit?? Does he trade granny panties with Marine, Janelle & Melinda as well???

 
At 11:35 PM, February 21, 2014, Anonymous Anonymous said...

Cuz he is fruity-tooty panty gay

 
At 6:35 PM, February 22, 2014, Anonymous Anonymous said...

Someone needs to let Janelle know that on Sat Trainwreck that the showing more skin is better theory does not pertain to her. Big & white is not attractive. At least the loudmouth movie reviewer understands and covers up appropriately for someone her and Janelle's size

 
At 8:08 PM, February 22, 2014, Anonymous Anonymous said...

Big and black is less attractive, but that didn't stop Pam Smith all those years.

 
At 10:07 PM, February 23, 2014, Anonymous Anonymous said...

Ewwww. All black women are gross.

 

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