TVB Analysis: Local TV Stations’ Online and Mobile Sites Are Essential Sources for Winter Storm Vital Information Updates

Local Residents Seek Emergency Weather Information from Local TV
Stations’ Digital Platforms in Record Numbers during Recent East Coast
and Midwest Blizzards

NEW YORK–(BUSINESS WIRE)–The Television Bureau of Advertising (TVB)
today released an analysis of recent East Coast and Midwest blizzard
news coverage consumption. The analysis reveals local broadcast
TV digital platforms experienced dramatic online and mobile traffic
spikes from viewers seeking emergency weather information.

As documented in Keller Fay’s recent, “American
Conversation
” study, people seeking local and regional news visit
local TV station websites more frequently than social media platforms,
national TV websites and all other Internet sites. This research was
validated recently when winter blizzards barreled through the East Coast
and Midwest and local residents relied on their local TV station digital
sites as a vital source of weather emergency information.

Representative East Coast results for Winter Storm Jonas:

  • In the Harrisburg-Lancaster-Lebanon-York, PA market:

    • WGAL’s website reached nearly 10 million page views and 1.7
      million sessions, five times their normal traffic.
  • In the Baltimore, MD market:

    • WBAL doubled its app users, tripled its total online sessions and
      quadrupled page views.
  • In the Greenville-Spartanburg-Asheville-Anderson, NC/SC market:

    • WYFF doubled its app users and reached 10.7 million page views on
      its website.

Representative Midwest results for February 2, 2016 winter storm’s
peak:

  • In the Duluth, MN market:

    • KQDS’s mobile site experienced a 400% increase in page views from
      the previous day.
    • WDIO’s website visits doubled the daily average in January 2016.
  • In the Rochester, MN market:

    • KAAL’s site and app traffic more than doubled compared to the
      previous day, and was six times higher than the daily average in
      January 2016.
  • In the Minneapolis, MN market:

    • KSTP experienced three times the number of visits to its app,
      mobile site and website, combined, compared to the daily average
      in January 2016.
  • In the Sioux Falls, SD market:

    • KDLT’s mobile page views more than tripled compared to the daily
      average in January 2016.

TVB President and CEO, Steve
Lanzano
, said, “Data confirms that when vital information is most in
demand, local residents not only predominantly rely on local broadcast
TV for local and regional news updates, they are also utilizing local TV
station websites as a primary source for timely updates and information,
especially during weather emergencies. Local TV stations and their
online and mobile sites are essential providers of urgent and up-to-date
information that residents consistently rely upon.”

About TVB:

TVB
is the not-for-profit trade association of America’s local broadcast
television industry. Its members include television broadcast groups,
advertising sales reps, syndicators, international broadcasters,
associate members and almost 700 individual television stations.

Contacts

Media:
TVB
Angela Sundstrom
(212) 891-2274
angela@tvb.org
or
JCIR
Joseph
Jaffoni, Jennifer Neuman
(212) 835-8500
tvb@jcir.com

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