Are You Social? LPTV’s Should Be

Graphic from Twitter

Many of us are tired of seeing the latest meme or your best friend from high school posting from another cruise, but social media is important to your station and programming. A recent Nielsen TV Watch Study draws a strong line to Twitter postings to TV watching.

Twitter says advertising on its social-media platform continues to push more viewing to traditional TV.

Mike Dupree, Senior Manager, Media & Entertainment Solutions at Twitter says, “Twitter and TV have always had a symbiotic and complementary relationship. However, until recently, we’ve not been able to prove Twitter ad efficacy in driving linear tune-in. Now we have that capability, further underscoring Twitter’s commitment to proving ROI for our advertisers with trusted partners like Nielsen.”

The new study shows that people exposed only to a Twitter ad campaign were 23% more likely to tune-in to TV. That’s versus people in the control group who weren’t exposed to ads at all. Nielsen measured the impact of two Twitter campaigns for a broadcast TV network’s coverage of a weekly football game.

“We’re excited to see Twitter using Nielsen’s Watch Effect capability to showcase the value of the Twitter and TV experience. By bringing together data from our Digital Ad Ratings and National People Meter panel, we’re able to quantify the effect of social advertising in driving TV viewership,” said Eric Ferguson, VP, Media Analytics, Nielsen

Although this study was through paid campaigns, conclusions can also be made that TV engagement can be increased through organic means.

“Social media is a great way for LPTV Stations to connect with their audiences and to garner new viewers,” according to Lee Miller, ATBA Executive Director and CEO of MSGPR, a media company. “ Twitter  still provides one of the best social platforms to deliver your message, your programming and news directing the audience to tune in to your channel.”

“Facebook, Instagram and LinkedIn are all places you and your station should be represented on a daily basis. The adage, out of sight out of mind holds true. Even a simple reminder to rescan your TV set on Facebook can bring more eyes to your channel. Be social!”

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Dear Fellow LPTV Broadcaster and Industry Leaders,

The auction has ended and most of us are still here.  While it was not only our hope but the hope of many others that the auction would not take place . . . it did, but it did not have the devastating effect that it might have had. 

The world after the auction looks different and amazingly so has a very bright future!

What does that future look like?  Not only the amazing possibilities of ATSC 3.0 but the landscape of a nation of people who are increasingly cutting their cable cords and looking for free, over the air, broadcasting content.

That’s why it’s more important than ever that you join the Advanced Television Broadcast Alliance.  Our board of directors have a combined 500+ years of experience which beginning with your membership we are going to start making more available to our members on an increasing basis.

Soon as an ATBA member, you will be eligible to start tapping into not only this brain trust through unique services available only to our members but regular news updates regarding our collective broadcast future.  We are exploring new ways to tap into information from Washington as well as important updates that will benefit you right there where you live.

The need for the ATBA has increased with the new opportunities that are becoming available for those of us who still know that the future of LPTV, Class A and Translators is bright!  Are you selling your station to local sponsors?  Are you maximizing your spectrum to the advantage that you truly can?  Are you struggling with FCC rules and regulations that you either don’t understand or can’t get explained?

The ATBA is developing a database of information to help you find the answers you need! 

In addition we are still working with the true decision makers in Washington.  Your ATBA has earned the respect and the ear of the true movers and shakers that continue to shape our collective broadcasting future.

So what can you do to get involved and begin to take advantage of these, and many other, benefits?  Join the ATBA today!  Your membership benefits will include:

  1. Members only access to hundreds of years of LPTV experience through our new “Brain Trust”
  2. Early entry to our annual NAB LPTV evening event with access to our special event guest(s)
  3. Exclusive digital content regarding real world information you need to know
  4. Eligibility for recognition for your hard work through our ATBA LPTV Awards
  5. Access to equipment manufacturers with discounts available especially for ATBA members!

To be honest you can’t afford not to be a member of the ATBA! 

We’re making it affordable because it’s a win – win!  When you join, you’re going to receive more than just the benefits listed above but also you’ll be aligning with hundreds of others who, like yourself, have a vested interest in the continued forward movement of free, over-the-air broadcasting.  It’s a win for your ATBA because we will increase our strength through numbers as we grow together.

So what’s the next step?  If you’re ready follow this link https://www.broadcastingalliance.org/join-us/ to sign up.  If you have more questions please don’t hesitate to call a member of the ATBA board of directors by calling this number (877) 214-4277.   You’ll get a rapid response!

Thanks for taking the time to read this note and for your ongoing passion for the future of communication in this great country.

Respectfully,

The Board of Directors – The Advanced Television Broadcast Alliance