The morning news wheel is dead. It’s outdated. It’s out of sync with viewers’ needs. Replace it before it costs you viewers.

And the so-called “water cooler stories.” They are hurting your newscast – not helping. They’re near the bottom of the list of what motivates viewers to watch.

Those are just two of more than 100 discoveries AR&D has revealed in the most extensive and comprehensive analysis in TV broadcast history of morning news viewers.

We’ve conducted telephone projects and focus groups in more than 30 markets — from New York to Alexandria, Louisiana. We have the biggest information database in the business. We know morning news viewers and how to connect with them.

What are viewers trying to get out of the morning news? It’s not about the water cooler. It’s not about trying to look smart with other people.

• Viewers want headlines — the “what” rather than the “why.”
• They want you to alert them to any problems they’ll need to face beyond weather and traffic.
• They want a jump on the day’s news — not a rehash of yesterday’s news. 

And about the so-called “wheel” to meet the needs of viewers who only have 15 minutes to watch in the morning: The biggest group of viewers now watch for half an hour. You likely need to change your format based on this information.

• The AR&D morning news research also revealed that, by far, the biggest driver of preference is talent - almost three times as important as format, which was second in importance.
•  AR&D’s Content Demand Curve can act as a guide in setting content priorities. The differences are remarkable.  

 

• Core includes the weathercast, breaking news, local news, overnight updates, traffic reports, and top story previews. Focus on these elements.
• The Other News elements include national, state, and international news. Also local politics and political races. These have some value.
• The category of “Live” includes a list of upcoming community/ entertainment events, live interviews with newsmakers, a live reporter with light-hearted stories, and live studio interviews. Stay away from these, but especially avoid...  

 

• “Misc.” includes new gadgets and inventions, movie reviews, hot trends, lottery numbers, live interviews with celebrities, mug and ticket giveaways, network program updates, birthday/ anniversary announcements, and trivia contests. These are deadly. 

You need to know the specific dynamics of your market and the buttons to press to grow your audience. We’re eager to help. Call Jerry Gumbert at 817-924-6922.