Monday Memo: TV Synergies
By Holland Cooke
Consultant
I am always impressed when I see-and-hear radio and TV stations swapping product.
— The most obvious asset is weather. Many radio stations’ forecasts are voiced by local television meteorologists, often gratis because their boss assigned them to, as part of an information alliance. So, the radio station’s weather cred’ stands on the broad shoulders of the weather brand the TV station promotes so relentlessly.
— For some news/talk stations, simulcasting a television newscast is the only way they can air local news in the afternoon. Turn lemons into lemonade. Radio people who love to hate TV audio under-estimate how loyal viewers are; and how conspicuous and convenient this can make the radio station.
— Especially if the deal includes promos – on both stations – voiced by trusted local TV anchors, offering that “If you can’t be home in time to SEE us, you can HEAR us…”
— In every market where we have executed this strategy, the TV talent has remarked about how many compliments they get for being on radio.
— Deal point: During simulcast newscasts, the TV station supers “Heard live on WXXX 8:50 AM.”
How’s THIS for resourceful?
— A radio station’s afternoon drive newscast consists of a 60-second live shot (or prerecorded live-on-tape) from a local TV newsroom, voiced by the TV anchor who ticks-off “the stories we’re following” that will be seen on evening newscasts.
— The radio station wraps it into a four-minute package, including:
— that live headline package, at the end of which
— the TV anchor hands off to radio’s traffic reporter, then…
— the traffic reporter teases weather into a radio spot, and…
— after the commercial, the weather comes on.
— And here’s the kicker…that live shot from the TV newsroom is a commercial for the TV station! To the listener’s ear, it’s a free newscast from a credible, branded source. Possibly a trade for TV time to advertise the radio station?
Another win-win synergy: Reciprocal excerpting, with attribution
Translation: Each station gives blanket permission for the other to grab, from the air, whatever it wants, crediting the originating partner.
— There will be times when someone from the radio station is on-scene; or when radio scores a newsworthy interview that TV can use the audio of. More often, thinner-staffed radio will use TV sound more than vice-versa.
— When I programmed WTOP, Washington, WUSA9 let us help ourselves to their newscast audio (“And the mayor told Channel 9…”). Each day, our desk and theirs compared assignments, and we recorded every WUSA newscast.
— True story: The news director from NBC4 came to my office and said, “You can use OUR sound, and you don’t even have to say ‘Channel 4!’ Just STOP saying ‘Channel 9.’”
— It was a flattering offer, but we remained loyal to WUSA, the once-upon-a-time WTOP-TV. Decades later we were still getting mail addressed to “WTOP-TV.” And both stations being CBS affiliates contributed to the lingering impression that we were siblings, so the confusion was actually useful. Does your radio station have a long-lost TV brother?
Radio takes TV where it otherwise can’t go: in-car
Note how aggressively TV stations are programming their apps and websites. They want to be a news brand, not just a news station.
— A smart TV station should want to give radio a ROSR (Reporter On-Scene Report) during the day (when radio audience is high and TV audience is low), because doing so serves to promote the upcoming evening TV newscast.
— WARNING, based on experience: This can be a tough sell to over-protective TV news directors, who may fret that by going-live on radio they’re alerting other TV stations to the story. Stinkin’ thinkin.’ Other TV stations could show up anyway, and they wouldn’t be as-well-known for covering the story as the TV station that’s also already reporting it on radio.
Local TV news is a hungry critter…
…with a limited budget. Which is why some TV stations toss-live to their radio partner’s host: “Gene, what are your callers saying about the congressman’s abrupt resignation?” Arrangements like this were commonplace even decades ago, when TV had to equip the radio studio with equipment more elaborate than modern day video chat requires.
The calculus is simple
Radio + TV > Radio – TV or TV – Radio
(Radio PLUS television is greater-than Radio MINUS television or television MINUS Radio.)
Even if you’re a music station that doesn’t do much news at all, these opportunities are worth exploring. At least trade spots, because neither station can afford to promote as much as it should.
Holland Cooke (HollandCooke.com) is a consultant working at the intersection of broadcasting and the Internet. He is the author of “Close Like Crazy: Local Direct Leads, Pitches & Specs That Earned the Benjamins” and “Confidential: Negotiation Checklist for Weekend Talk Radio.” Follow HC on Twitter @HollandCooke


The second of four rounds of ratings data from Nielsen Audio’s October PPM survey has been released for 12 markets including Washington, Boston, Miami, Seattle, Detroit, Phoenix, Minneapolis, San Diego, Tampa, Denver, Baltimore, and St. Louis. The survey period was September 14 through October 11. Today, TALKERS magazine managing editor Mike Kinosian presents his Ratings Takeaways from this group of markets. In Washington, Cumulus Media’s news/talk WMAL-FM rises one-tenth to finish with a 4.0 share (weekly, 6+ AQH share) and remains ranked #7, while Hubbard Broadcasting’s all-news WTOP dropped six-tenths to an 8.1 share and stays locked in the #2 rank. In Detroit, Audacy’s all-news WWJ adds six-tenths for a 4.6 share finish and rises to the #9 rank, while Cumulus Media’s news/talk WJR rises half a share for a 2.3 share that lifts it to the #16 rank.
September 2023 PPM Data – Information for the September 2023 sweep has been released for Washington, Boston, Miami, Seattle, Detroit, Phoenix, Minneapolis, San Diego, Tampa, Denver, Baltimore, and St. Louis.
The second of two rounds of ratings information from Nielsen Audio’s July 2023 PPM survey has been released for 12 markets including Washington, Boston, Miami, Seattle, Detroit, Phoenix, Minneapolis, San Diego, Tampa, Denver, Baltimore, and St. Louis. Nielsen’s July 2023 sweep covered June 22 – July 19. Today, TALKERS magazine managing editor Mike Kinosian presents his Ratings Takeaways from this group of markets. In Washington, DC, Hubbard Broadcasting’s all-news WTOP leaps nine-tenths for a 9.1 share (weekly, 6+ AQH share) finish and remains ranked #2, while Cumulus Media news/talk WMAL-FM loses one-tenth to finish with a 3.5 share good for the #9 rank. In Boston, iHeartMedia news/talk WRKO sheds seven-tenths to wrap the survey with a 3.4 share and falls to the #13 rank, while sister all-news WBZ-AM dips three-tenths for a 4.5 share finish and remains ranked #7. In Seattle, Bonneville news/talk KIRO-FM rises six-tenths to wrap the survey with a 4.9 share that lifts it to the #5 rank, while Lotus Communications’ crosstown news/talk is up three-tenths for a 1.9 share and the #19 rank.
July 2023 PPM Data – Information for the July 2023 sweep has been released for Washington, Boston, Miami, Seattle, Detroit, Phoenix, Minneapolis, San Diego, Tampa, Denver, Baltimore, and St. Louis.
Edward R. Murrow Award for her investigative reporting on Baltimore’s 911 system and has been the recipient of multiple Chesapeake AP Awards. She comments, “I am excited to be a full-time member of this legendary news station. I am looking forward to working alongside Shawn Anderson, with his years of experience, as we give listeners the most up-to-date and accurate information they need to make informed decisions as they go about their day.” WTOP director of news and programming Julia Ziegler states, “From the day Anne started at WTOP, I have loved her passion for storytelling. Anne puts our listeners first and is always thinking about how she can help them understand what is going on in their worlds. Our listeners are in great hands with Shawn and Anne each afternoon.”
June 2023 PPM Data – Information for the June 2023 sweep has been released for Washington, Boston, Miami, Seattle, Detroit, Phoenix, Minneapolis, San Diego, Tampa, Denver, Baltimore, and St. Louis.
Simulcasting on 98.7 HD-2, iHeartMedia Washington, DC launches “Freedom 104.7 – DC’s Real News. Real Talk.” Senior vice president of programming Jeff Kapugi states, “We are excited to welcome a number of best-in-class personalities to ‘Freedom 104.7.’ We are confident [the station] will quickly become a favorite destination for DMV talk radio listeners.” Premiere Networks executive vice president of affiliate sales Peter Tripi adds, “We’re thrilled to have our industry-leading talk lineup join ‘Freedom 104.7 & 98.7 HD-2.’ These stellar talents will provide entertaining, unique and insightful views on the latest news, politics and events that Washington, DC listeners are looking for.” The station’s weekday lineup includes: “America’s First News” (6:00 am – 9:00 am); Glenn Beck (9:00 am – 12:00 noon); Clay Travis & Buck Sexton (12:00 noon – 3:00 pm); Sean Hannity (3:00 pm – 6:00 pm); Jesse Kelly (6:00 pm – 9:00 pm); “Our American Stories” (9:00 pm – 12:00 midnight); “Coast to Coast Early Edition” (12:00 midnight – 1:00 am); and “Coast to Coast AM with George Noory” (1:00 am – 6:00 am). Approximately six months ago (1/5), WWDC-HD2 and 104.7 translator station W284CQ became “iHeart Sports DC”; it was not listed in Nielsen Audio’s May 2023 sweep. Among persons 6+ in that ratings period, American University public radio news/talk WAMU ranks first (11.4); Hubbard all-news WTOP & WTLP “Washington’s Top News” is second (8.0); Cumulus Media news/talk WMAL “105.9 FM – Where Washington Comes To Talk” finishes seventh (4.7); and Audacy business news WDCH “Bloomberg 99.1 FM” ranks #22 (.5).
May 2023 PPM Data – Information for the May 2023 sweep has been released for Washington, Boston, Miami, Seattle, Detroit, Phoenix, Minneapolis, San Diego, Tampa, Denver, Baltimore, and St. Louis.
April 2023 PPM Data – Information for the April 2023 sweep has been released for Washington, Boston, Miami, Seattle, Detroit, Phoenix, Minneapolis, San Diego, Tampa, Denver, Baltimore, and St. Louis.
March 2023 PPM Data – Information for the March 2023 sweep has been released for Washington, Boston, Miami, Seattle, Detroit, Phoenix, Minneapolis, San Diego, Tampa, Denver, Baltimore, and St. Louis.
February 2023 PPM Data – Information for the February 2023 sweep has been released for Washington, Boston, Miami, Seattle, Detroit, Phoenix, Minneapolis, San Diego, Tampa, Denver, Baltimore, and St. Louis.
Local news sponsorship is an opportunity to “fish for whales,” institutional advertisers who can associate with something special. And, well-done, local news sure is special, because:
January 2023 PPM Data – Information for the January 2023 sweep has been released for Washington, DC; Boston; Miami; Seattle; Detroit; Phoenix; Minneapolis; San Diego; Tampa; Denver; Baltimore; and St. Louis.
As The Beatles sang, “It’s been a long, cold, lonely winter.” Baseball – even Spring Training while it’s still chilly in March – says “Here Comes the Sun.” That’s what baseball means… to listeners.
prestigious “World Radio Day Award” from the Academy of Radio Arts and Sciences of America in conjunction with the United Nations‘ UNESCO General Conference. Recent recipients of this high honor include WTOP, Washington, DC; 1010 WINS, New York; and KDKA-FM, Pittsburgh. WRHU is the only campus radio station to receive this award. Hofstra University president Susan Posner states, “Bruce was an incredible friend and mentor who had a major hand in turning WRHU into the multi-Marconi award winning station that it is today. We will truly miss Bruce and cherish everything he gave to WRHU. Our thoughts are with his family and friends.” Lawrence Herbert School of Communication dean Mark Lukasiewicz adds, “Our heartfelt sympathies go out to Bruce’s widow Veronica, his children, and his extended family. We were fortunate to be able to celebrate Bruce’s career with him only a few months ago at his retirement luncheon, where former students and colleagues shared stories and fond memories of his decades of service at WRHU. At that event, we announced the establishment of an endowed scholarship in Bruce’s name, recognition of the deep impact he made on generations of students.” For the past two decades, Avery also served as an extremely popular meteorologist on News12 Long Island which posted a heartfelt video tribute to his legacy that you can see 
















