Local TV Web Sites Getting More Aggressive

Television network affiliates have grown aggressive in the battle for local Web audiences, outperforming some local newspapers, according to a new study from Media Audit.

The survey of both online and traditional media in more than 80 US markets found that at least four network affiliate Web sites have overtaken the daily newspapers in the communities they serve, according to Media Audit co-Chairman Bob Jordan.

The company found that in Cincinnati, Denver, Des Moines, and New Haven, the Web site of a local TV affiliate attracted a larger audience from its immediate market than the leading daily newspaper.

In several other markets, including Raleigh/Durham and Nashville, the TV Web sites are running tight second.

Media Audit said in a statement that the surveys were based on telephone interviews, and measure the impact of local media Web sites in the immediate market or Standard Metropolitan Statistical Area (SMSA).

The findings show an emerging transition because the company said that since it began measuring online media in l998, survey data showed the Web sites of daily newspapers dominated the local Net media market.

"Content may be king on the Internet but, our recent survey data makes it pretty clear content isn’t a guarantee of success. Even heavy content sites must be marketed," Jordan said. "For the first two years we were doing these surveys it appeared that a lot of local media had established Web sites because it was fashionable. It’s just in the past year that we are seeing Web site marketing efforts becoming serious in a growing number of markets."

Jordan added that newspapers must take the Web seriously, "because the Web is a threat, at least to their classified advertising revenue. At first it seemed they were responding to the threat. Now it appears they are responding to both the threat and the opportunity."

Of the 345 local television station Web sites covered by the survey, "more than half are still in the starting gate," Jordan said, noting they have attracted less than four percent of the adults in their market to their sites. Only 10 of the 345 stations have attracted more than 10% of the adults in their market.

The study found that neither ownership nor network affiliation appeared to play a significant roll in Web site marketing. In 31 of the 81 markets studied, ABC affiliates led all other network affiliates. In 30 of the markets, NBC affiliates held the lead. A CBS affiliate leads in just 17 of the markets, but six of the 12 most successful TV station Web sites are CBS affiliates.

Media Audit said the 12 most successful TV Web sites, and the percentage of adults attracted are: WRAL/Raleigh-Durham, 19.4; WCPO, Cincinnati, 15.8; KUSA, Denver, 12.8; WTVF, Nashville, 12.8; WCCO, Minneapolis-St. Paul, 11.5; WIS, Columbia, SC, 10.9; KWTV, Oklahoma City, 10.9; KTVB, Boise, 10.7; KCCI, Des Moines, 10.5; KVUE, Austin, 9.9; WRAL, Fayetteville, NC (station located in Raleigh/Durham), 9.8; KXLY, Spokane, 9.7.

The researchers said an emerging factor in the local TV Web market is a growing movement toward outsourcing site development, management and marketing. "More than 150 affiliates have outsourced their Web operations," Jordan said and added that the decision to outsource can be interpreted as a move from a passive to an aggressive marketing strategy.

The more aggressive TV stations see the value of the convergence that is possible between TV news and their Web site. They promote the evening news on the Web and the Web on the evening news. Many stations produce and deliver Webcasts continuously during the day to keep audiences abreast of breaking stories. Stations alert their Web registrants to breaking events and offer more complete coverage on their site.

"This may be an area where broadcasters have a distinct advantage over daily newspapers," Jordan said. "They are much more inclined to embrace the need for continuously updating content on the Web."

The survey also noted that audiences attracted to TV Web sites are appealing, with the most heavily re-presented percentage being demographic groups that are affluent, educated and young. Jordan said he sees local Web media becoming a viable and profitable advertising medium in the very near future, ad-ding that the race for the local media Web audience is just beginning.

The company is at http://www.themediaaudit.com.