How Local Television Can Survive the Coronavirus Crisis


By Jaime Spencer and Bill Day
Special to RBR+TVBR

According to Magid‘s weekly consumer tracker, made available to clients, local television viewing has increased dramatically during the coronavirus lockdown, with eight in 10 Americans turning to local TV news for information on the coronavirus.

Local stations have a significant opportunity to drive the story and help provide a valuable platform for advertisers. Yet, stations have been struggling to convert this increase into ad revenue, as station advertising revenue losses ranged from 40%-60% for the month of April, the Magid consumer tracker shows.

To do so, stations need to own their coverage of this local story in a way that positions their brand long-term, adapt their advertising strategies, get more aggressive in their selling and keep a focus on the future.

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