The TVB, the not-for-profit trade association of America’s commercial broadcast television industry issued the following statement from Steve Lanzano, President and CEO: “Following the devastating Hurricane event of last week, the New York TV DMA was hit with a significant Nor’easter causing a second bout of power outages and school closings. Weathering the storm again, local broadcast television stations provided essential storm-tracking, commuting, fuel supply and power-restoration alerts which viewers relied upon in record numbers. Stations report overwhelming traffic to their websites and mobile platforms, as for example WABC experienced a 2000% increase versus normal usage levels. Local TV broadcasters remain steadfast and committed to being a lifeline of essential information to their communities in times of need. Viewers know their stations won’t let them down.”
RBR-TVBR observation: With Pivotal Research’s estimate that Hurricane Sandy will cost some $500 million in ad spend (and much of that in the NY DMA), it goes to show you the amount of dedication to community that local broadcasters have. You don’t see internet sites dropping ads placed for non-stop crisis coverage, so they won’t feel the pinch nearly as bad when the numbers are added up. Yet, they compete for those advertisers on the street just like TV and radio. The good news, if any, is the boost to local broadcast websites from the storm.