While Facebook has become an important screen for local TV stations to promote their news, it does have its limitations.
Sound, for example.
According to an article from Digiday, “as much as 85% of video views happen with the sound off.”
Which can make the effectiveness of music image promos almost nil. And it can really limit the persuasiveness of any promo that’s trying to recruit users to watch your news.
So if you want to see the latest local TV promos that are airing on the broadcast screen, it’s best to find them elsewhere.
That doesn’t mean these promos didn’t also air on Facebook, just that these follow the more traditional production associated with on-air promos.
Here are some I discovered from stations around the country, some are about a month old, but many are weeks or even days old.
If you have some fresh creative you want to share, please let me know. My phone number and email are always displayed at the top of the column.
WJLA, ABC, Washington
You don’t see many two-minute news promos. But there are places for them to play. Certainly, latenight when inventory is wide open, or even if you wanted to exchange a few 30s for a two-minute break sometime.
WNBC, NBC, New York
The NBC and Telemundo-owned TV stations have made consumer reporting a focus of their news coverage and promotion. Here’s a testimonial for Lynda Baquero and how she took action and investigated their consumer problems.
Many of the NBC O&Os are launching their new weather radar truck, StormRanger. And while its name may be identical in every market, the promos are different.
WAVE, NBC, Louisville,Ky.
Balanced news. What is that exactly and why would a station promote that as part of their coverage?
Viewers always say there’s not enough good news stories on the news. If your competitors’ news coverage is crime-driven, this is one way to differentiate yourself.
By the way, I really like the use of your on-air talent to sell me on your coverage and Shannon does a good job here.
(I stumbled on this feel-good story from WAVE and really liked it as an example of its balanced news).
WGRZ, NBC, Buffalo, N.Y.
Music image promos still have a place in TV station marketing. Whether it’s a syndicated package from a music production company, a custom piece by a local band or a pop tune you might hear on the radio.
WPXI, NBC, Pittsburgh
If you’re an NBC affiliate, the Olympics (and the huge viewership it brings), is a great opportunity to showcase new promos. Here’s another music image example. If you’re wondering about the legality of this, here’s what the station wrote under it on YouTube: “We licensed a song by the band O.A.R called “This Town” and shot imagery of iconic Pittsburgh locations.”
WWBT, NBC, Richmond, Va.
Speaking of the Games, here’s a spot from WWBT that uses the power of its Olympics programming to push viewers to its digital screens each night for news. Interesting idea.
WWBT, NBC, Richmond, Va.
You and I both know that a new roof on most homes doesn’t cost anywhere near $47,000. But if you’re elderly, sometimes an unscrupulous salesperson can doubletalk you into believing you need a $47,000 new roof. That’s the time a TV station can step in and set it right.
KHOU, CBS, Houston
This is a campaign I’ve wanted to write about since I first saw one of the promos a few months ago. So this first spot is from April and the second is more recent.
While I’ve seen news promos use inspirational speeches as the audio, this is the first time I’ve seen poetry used that way. Very interesting and I promise you I’ll be talking to the CSD there, Dale Lockett, all about this.