As daily deal and other local offerings change the local media landscape, broadcasters are seeking to understand their online and offline audience in order to better leverage their content and ad inventory. Fisher Communications (boasting TV, radio, Internet and mobile operations) recently had Nielsen analyze data in its Seattle and Portland markets. The study revealed that for local markets, station websites may contribute added reach to both early and late news broadcasts. The results are strong, especially for the 18-34 demo.
Fisher’s KOMO-TV Seattle (ABC) earned an incremental reach—unduplicated audience—of 2.9% from their website for persons 18+, amounting to 10% of the total combined reach for the station’s late news at 11 o’clock Monday-Friday. The website contributes even more for persons 18-34, boasting a 3.9% incremental reach that accounts for nearly a quarter (23%) of the total combined reach.
For Fisher’s KATU-TV Portland (also ABC), KATU.com added 2.8% incremental reach to the 28.1% reach of the late news. For KATU, ages 25-54 saw the biggest lift thanks to KATU.com with a 4.6% reach. The website contributed 14% of the combined newscast and website reach for persons 25-54.
Pinpointing the notable differences in demographic composition between website users and newscast viewers helps stations value their inventory, while helping advertisers choose the most efficient vehicle to reach their intended audiences. Both KOMO.com and KATU.com attract significantly different audiences than their TV station counterparts. For example, the KOMO late news audience is 29% male, compared to 53% for komonews.com. Nearly one-third (31%) of the KOMO late news audience and one-quarter (24%) of the komonews.com audience has a household income of $100,000+.
RBR-TVBR observation: As taboo a subject as it is currently, due to licensing, rights, ratings and other issues, eventually broadcasters are going to have to stream a live signal of all content 24/7 onto the internet and mobile devices. This will be the best bet to keep audiences (especially younger demos) tuned in as they evolve their viewing habits. It will also help boost the station’s website as a local news, info and entertainment destination for viewers and advertisers.