Real-Time Media Insights in the Age of COVID-19

all right I think we're at the top of the hour so ready for our next presenter who is Tom Somers VP of audience intelligence and development at Tecna and he loved the topic that he's going to be talking about today it is real-time media insights in the age of coated couldn't be more relevant he gave us a sneak peek of his presentation a day or two ago and it's gonna be some interesting stuff so I'm not gonna get in the way I'm gonna go ahead and hand off let Tom take the wheel and launch his presentation thank you so much for joining us tom thank you very much for having me this is you know a nice break I'm glad you all are doing this if it's all right with everybody I'm just gonna launch I've got the chat window up so if you have questions or anything you want to add during this you know feel free to chime in the one thing I would like to know since I can't see everybody out there is if you're online if you just put like what's your whatever city you're in or town you're close to and you know maybe something you love about it you know then we can make a little bit of a connection and I'm just gonna go ahead and start the screen share here and hopefully everybody can see that thumbs up we'll take it okay all right so real time meeting insights in the time of kovat you know that was one title once I got into this I started to struggle with it a little bit and when you know is that really accurate or you know is there a is there a better title like how to survive without primary research since we we stopped doing it we stopped doing in person stuff we stopped doing a lot of quantitative not all but a lot you know or really should it be like adapt quickly or die quickly because that you know it seems to be happening to a lot of businesses it's gonna happen to a lot of insights teams so what I've tried to do with this by the way is for everybody who's out there there's part of an insights or research group say this is what we're doing in media you know how could it be applicable to what you're doing in your in your town okay and then you know is it really like whoa everything has changed or you know actually nothing has changed consumer needs are still consumer needs businesses are still trying to meet those consumer needs so alternate titles alright and then you know just a big shout out to accelerate research bill I really appreciate this you know I really missed the primary research side we have some big data I did just see the ice of our one beforehand everything you're gonna see is all opt-in or people are actually paid for their data but I miss all that the quantitative the qualitative the personas the segmentation so you know getting into this it's been a lot of fun and and I'm not gonna try to sell you anything I don't have some new whiz-bang research thing or something else let the professionals handle handle that I'm just gonna try to share some of the stuff we're finding how we're applying it and how you might be able to apply that to to your businesses okay so you know just a table of contents talk a little bit about the team's little background I'll do that very quickly a little bit about TV what we're seeing in the changing habits you know people sleeping in because they're they're working from home and not commuting or kids aren't going to school what people are looking for on digital what's happening with social media you know I've got one example from a market where we have panels we have panels in multiple markets and then we'll we'll open it up and I am seeing this stuff go by so you know it is fantastic Denver we own a lot of local TV stations so this is this is a little self-serving hopefully you're watching 9 News st. Paul is care in Minneapolis Atlanta is 11 alive Dallas is WFAA Atlanta fantastic Dallas San Antonio Ken's gotta love that Riverwalk so I'm not gonna hit them all but you know whether you're from north of the border around the world Columbus Ohio WB NS I know I'm not a huge fan of Ohio being a Michigan grad but you know we'll look beyond that today so let's just start with with people because everything really starts with people and I think if you haven't learned that with this cope at 19 like this is the most important resource I am blessed to have the best team I've ever had we have people with various skill sets comes from various walks of life you know we we clearly are not all the same we've got expertise in digital social emerging platforms we've got a person who is a real expert in the TV data primarily from sources like Nielsen and comScore but very good at data management dashboards for displaying it I've got an excellent research person at Amanda white actually rubbing off stuff from all of these people to rush to her and Amanda I don't know if they're able to make it today but you know you really do rely on your people and when you go through a time like this and everything changes or does it they really see how important this really is and and just a quick thing on this you know you we're all much better together right by people in a room are typically smarter than one every social experiment tends to show that so when you look around your teams or the people you work with you know do you have a diversity and and there's a lot of ways to talk about diversity classic sort of demographics but also in skills you know are you all good at the same thing or do people come with really different skills and are you are you hiring for that and are you training for that you know people are living different lives I was an empty-nester Intel covin 19 changed I probably feel better about that than the the college student in the basement and but you know we got a person who's who's new new to the area living alone somebody with small kids at home all those different perspectives from from the team make a difference when you're analyzing data if you're all coming from the same walk of life in the same place when you're looking at things that same perspective it's going to be a limiting limiting force and then really what is the attitude you know I do you all cuz everybody an introvert is everybody a pessimist or an optimist you know that variety is more than the spice of life when it comes to researching insights you need that or you're gonna you're gonna be too myopic and and miss things right and the other thing I'd say is you know what kind of relationships you have with the rest of your organization when you get stressed tests around coab in 19 what are those relationships you have with other departments all of them you know the technology department how good is your relationship with them because when you're doing everything remotely or that that really turns to be be very very important sales marketing news you're trying to push out information if you're trying to influence strategy if you're trying to help people and you've been doing that for years when you get to this they see you as a helpful organization right what about outside the organization you know when you're suddenly talking to vendors and only people hey this research isn't going to happen you know is that a very tough conversation or is it an understanding you know and what's the relationship with with each other obviously in the in the team and I'd say you know agility is a huge thing we're in a business local television that has changed in many ways rapidly in the last decade five years last two years um but can you how quickly can you turn what your priorities are you know your your business is going one direction and then all sudden you get hits with something like this and I get nobody's been through this before but we've all been through big changes in our business probably a lot of you you've been through you know major hurricane disruptions if you've been down in the south hurricane Harvey down and down in Houston or Katrina and New Orleans you know have you 9/11 right much bigger impact probably in New York and DC certainly impacted the entire country people felt it a little bit differently but we've been through some big things that 2008-2009 economic downturn in each one of these changes and there will be another one how quickly is it as a team and your insights Department or your research department or your human design or whatever it may be how can you say okay our prior priorities literally on one day were this on a Friday and on a Monday they were different right and what does that mean for what resources we have available some of our resources instantly went away others we had to go scramble for right and your process has changed like us we weren't all working for home I've heard some other presentations where people were but now you're all working from home you're dealing with these other departments differently how quickly can you change all this and I'd say you know the time for all those questions was probably a couple years ago and it or or farther so what are you really building you know it was kind of astounding to see some of these construction workers and other countries and in the US as well who have really quickly turned to hey we're gonna build a hospital you know the raw skills they had relationships the processes whatever allowed them to quickly do something else because they had that basic knowledge that basic focus so I'm gonna keep coming back to for us the focus is on the customer and this is really just a huge shout out to my team I hope you all have one equally as good but I don't really think that's that's play not possible all right so so techni who are we we have 62 TV stations in 51 markets we're a lot more than that we have some national brands TV shows etc but the the core is the local TV stations we reach 39 percent of all TV homes which is about 50 million people digital every every month although in March it's closer to like 89 and we've got about thirty three million social followers which is the size of some countries right that's about the size of like Malaysia and I know this map is probably hard to to read when you're looking on a small computer screen so hopefully I won't hit you with many of these but if you look at this you know we go from from Seattle to Seattle Washington to Jacksonville Florida right or from Maine to San Diego so really one edge of the country to the next and these these countries are very are these countries these these these markets are very very different you know our largest market is Dallas yep WFAA is great thanks Cheryl to San Angelo right you know top ten market there's 210 markets in the country according to Nielsen but a top ten market - you know like 190 something in San Angelo they're they're very different they're different in their ethnic and demographic makeups you know Bangor Maine is pretty homogeneous it's it's awfully Anglo it's very white compared to Houston one of the most diverse markets in the country or Corpus Christi one of the heaviest highest Hispanic penetrations or Columbia South Carolina at the African American community we have markets that are gigantic like Phoenix which covers a huge chunk of the state or nine news in Denver or you know ones that cover multiple states Washington DC literally has Maryland Virginia and DC and you know very different sort of political you know just mindsets of the markets in Austin Texas is not the same as Abilene Texas or you know Denver with its it's very outdoorsy you know of the mountains and everything can be very different from some other markets so we're sort of like a federal state system we we have all these individual brands and properties that we're trying to inform during this process okay and then our our our mission really is to serve the greater good of our communities I would make a distinction just as a setup you hear a lot of things about fake news you know media bias everything all the research would say that's mainly tied towards national brands specifically cable channels specifically around politics cue pointer some very reputable research firms out there over and over again will show that the most trusted media brands and some of the most trusted brands in the country are local media brands a lot of them are are tagged know stations and we're very proud of that right but so you know what so this pandemic as it heads hit very differently Seattle was one of the first markets we've had markets that still really haven't been been nearly as as impacted where there's literally been no cases in that in that County okay so one of the first points would just be you know one size doesn't fit all I'm a huge coffee drinker I married somebody who you know was drinking a lot of cokes when we when we first met so one font size doesn't fit all really pre Kovan and it doesn't now your your customers are not all the same there are they're in different stages of their lifecycle whether or whether they're buying a Ford or a new kitchen or whatever it may be and people are in different moods and have different needs and if we just talk about COBIT that's really true you know what's going on in New York City or New Orleans what's happened to some degree in Seattle is very different than what's happened in some some other markets and other places and different consumers are feeling it differently that a lot of money in the bank versus you're just barely paying the bills your reactions to this might have been much different you're living in an apartment versus you've got a ranch house in the country you might be dealing with this much differently right so your customers no matter what this year in are coming from different places in different moods and different stages okay so you know one thing in all of this is there is a need for personalization right throughout with all with all different types of businesses customers want to be treated like they're an individual and then they are right and at the same time when when something like this is happening people want shared experiences so I I have my own needs you know I may have a toilet paper problem I saw the presentation earlier you know somebody else may have one with with diapers that's the big issue for them those are two different specific needs although they seem related but we all have a connection of we're all looking for something right where do we find these products so the sweet spot for a lot of businesses is how do you treat these customers as individuals and at the same time are able to help them connect to the shared experience I may come back to that because I think I'd kind of completely bungled that point right all right so let's get you some data about about television how we've used it and you know it's there any lessons in there for anybody else I hope so okay so TV okay so first of all is TV viewing literally exploded in about a week two week period what you're looking at with these with these lines are basically people using television this is all adults 25-54 we could break it out by demos I show you a demo one next but this is all 25 50 for viewing and you know like this this purplish line is 4:00 to 7:00 p.m. and the week of March 9 through 13 you know we're at one place and then it and then it just climbs dramatically over the next couple weeks the same with daytime viewing right morning viewing did not that's this red line and it's actually kind of kind of drifted down over this this period so total TV consumption is way way up but you know it's not all time periods increased equally and for us markets changed at different rates right and some of those were tied to specific variables we can go back in and say this market closed their schools on this date that had an impact stay at horne home orders went into effect that had this it impact right and if you identify that in like one of your markets or one of your your business areas you know it will help you project to what's happening in in some of these some of these other areas okay let's gonna do a quick time check sorry see if I'm I'm going to slower to fast any feedback on that is is welcome all right so we see viewing going up but not so much in the morning mainly because I don't have to commute the kids are a home so I'm not getting up and watching TV at 5:00 a.m. or 6 a.m. you know like I used to get that quick check at traffic and weather before I'm out the door now I'm sleeping in a little bit but I am checking in throughout the day so you know one of the one of the first things besides people spending a lot of time on the couch is for us is when you see that shift in consumer trends as you go okay well what do we need to do with that is that nice to know or does that have some real implications and and obviously the answer is is second so for us one one traditional driver of morning TV is his traffic information you know people can get it on their mobile phones and and all our TV stations have apps and they have mobile websites they pasted on post on social huge branded pages so they're pushing and providing information on multiple platforms but that desire for traffic information just you know who's out there on one day in some markets and two days later it was it was basically gone what about weather right another another big driver people have connections to local weather casters you know well you don't really need to do that like bus stop weather right how to dress for today but you can evolve that and say you know if I look forward over the course of this week what we're gonna be the best days to actually exercise outside or people are spending more time actually gardening when you know when do you plant your Tomatoes when is it safe so you know one of one of the key questions when you start to see that change and be consumer behavior is really like what do we need to drop you know what needs to be evolved and what do we need to add in well you you look at that chart on that daytime viewing or that 4:00 to 7:00 p.m. and you go here's where the customers are you know do we need to provide updates at those times right what are we doing on digital or social button on TV are there specific hits or times or commercial breaks where people would like a like an update right but I think that the real lesson is really that very quick reprioritization of what do we kill what do we keep weather what do we evolve in that right the thing that happens with something like this is you know the reach goes goes way way up and who it went up with for us was it was not even right so what you're looking at is the percentage growth from various demographics this this chart on the far left is people 18 to 34 you know growth was over 30% in weeks period of time of all these more younger right under 35 I'm sure I'm offending some people with that are suddenly watching a lot more TV even at 35 to 49 group or african-americans you know women watching a lot more and a lot of that is is check-ins right people just the all the data would say people we're now checking in on TV more regularly they were just watching more stuff they're also consuming of a lot of news so this reach goes boom right just explodes all of a sudden you have all these customers that you didn't have before all these potential customers and so reaches a pretty standard sort of advertising metric right reach and frequency but that at reach metric so when you when here when you get this it's like this unexpected reach so I the analogy had kind of look use and you can laugh at this in the chat who I really won't be offended but if you if you've ever been on like a country highway you know in a rainstorm or a hailstorm or something hits like you're driving through some place in the Midwest or last this guy it's guys turned cloudy and boom you know you look at the local gas station on the highway and all sudden it's filled with cars I get that I didn't get a picture filled with cars but you'll see motorcycles in there all these people take in like shelter from the storm right it's it's like we got to get out of the rain or get out of the hail and all these people come in and you see it on city sidewalks too there's a downpour people duck into the local business the local restaurant but whatever it is and and there are all sorts of these examples where that happens to businesses where you get this unexpected reach a mention of your product on you know a hit show something that you know celebrity wares or celebrity dot you know I'm going to show my age but Chuck Norris was driving a certain type of pickup truck in Walker Texas Ranger you know I think I had that actually had an impact on the on the sales of those so when you when you get this unexpected reach what are you gonna do with it right you can have a plan in advance most people really don't or you can make one really really quickly and go okay we've got an opportunity to reach customers we didn't before what are we gonna do and if you took the analogy of the gas station during the hailstorm or the thunderstorm right you can say oh well it's raining everybody should buy a raincoat well it may not be what I mean right I may just need a little shelter maybe I need new windshield wipers maybe you move that display up in this store right I've gotten soaked on the rain maybe I need I don't cuz I don't have any hair but you know maybe you you need a brush or a comb you know are you putting you have a mirror somewhere for people to look do you have the local channel up are you making it a hangout for people and and really one of the questions would be you know when you've got that unexpected opportunity which will happen to almost every kind of company at some point um what are you gonna leave behind so if I'm that gas station on the way out the door even if they don't really buy anything isn't like hey here's a discount for the future you know come back in you know is there a sticker they can take a you know what can you give them something so they'll come back and when you do that a few things that we've learned is you know you got to stay stay core to your brand but you also have to be appropriate for the moment you know your brand should be elastic enough to be able to handle these kind of big changes and we we see that in our in our research you know there and I'll get to that in the minute where some big brands have really tanked in a short period of time and others have really over excelled during this this period right so and and and I think really focusing over and over again and what people actually want not what we think they want you know it may be raining so they have to have a raincoat you know do they really maybe they just want a warm cup of coffee maybe they just want to take a break you know they just need a moment of peace and then are you are you giving them something to take into the future you know carry along the leave behind whatever it it might be okay so I you know you've ever had any kind of financial thing show up in your mailbox it'll always say that disclaimer right past performance is no guarantee of future success yeah that is and it's really true right now so I'm not going to reveal the stations but I've been doing this for a few decades there's a top-10 market a station that we compete against there early evening news has been on top forever in first place right so there's typically four or five or more stations doing local news in a major city and and they've been number one by a chunk and they dropped 23% by in a matter of weeks and went from first place the third right that'll have a real material impact on their on their business if you're not there for people with what they need when it's kind of crisis time for them and and you can do that analogy you know up and down the scale of importance that's just not news and information or medical or financial that's if my I've got a problem with my vehicle or if that material I thought I was buying him my countertop isn't what I thought it was you know those are those are opportunities to succeed or fail that the one on the right another one farther on the west coast have been competing with the station for literally decades have the only time I've ever seen it not be first as if like a competitor had the Super Bowl or something literally lost a third of their their their fans in a matter of a couple of weeks right that's a dramatic change and at the same time I saw some people in in Denver so you know kusa nine news one of the strongest and best TV stations in the country no question WRAL in Raleigh I get that if you were you were out that station Cheryl but you know they grew double there were a number one station and they grew double digits they just their lead went from you know substantial to astronomical in in every day part right showing you know and why does that happen and well it happens for a couple reasons you know how how in touch are you really with your consumers and in in something like this it's like very granular how in touch with your consumers are you on a daily basis through whatever forms or metrics you have from you know social media to recedes to in-store visits to what you know whatever it may be how in touch with it and do you have those mechanisms already set up before crunch time hits and then you know when when this happens do you are you tapping the brakes and we're not sure what to do or it's like we're taking the best avail information and we're gonna move forward to serve our customers get the gas and I would say that to to all the research people out there - I've known people who in this time I've actually kind of pulled back like well you know the business is dealing with a lot of issues and you know we don't want to be in the way or you know we're mainly in this area and we don't need customers coming in so it's not the time to be tentative if you're on the front lines with insert with insights and research this is actually now a time to step up your companies your businesses your units meet needs you more than ever to be that voice of the consumer or the voice of the clients right this is the time to say here's what's happening with them here's what say you know we were we were on the lifecycle with this you know creating this thing for the bank and it's changed but here's now the best information that we have and and what we can do okay everybody still with me hopefully so I see a comment about sports which is just fascinating because let's just go to the to the bonus round which is actually all about sports you know literally in a matter of days you went from cable channels with live sports on the major networks I can stream it on Twitter Facebook or wherever it may be there's tons of channels I could have bought all these extra channels to see all these different sports things and boom they were gone you know NHL season NBA season I mean no spring training all these things are suddenly gone well when when a big chunk of something that people were involved in suddenly is just like deleted out of their lives what is that what is that that's a gap and that's an opportunity right that those people had those needs didn't go away for what sports was providing right so hey there's a there's a consumer need there and then you just sort of go to the classic design thing you go we identified the need let's I D ate some ideas let's put them out there and and test them however we can either in the real world or not we'll take the work the ones that work and spread up and so we've seen you know things around local sports stars or my favorite moment ever of Michigan beating the Buckeyes or that was a specific one for the person in Columbus you know my favorite game my favorite picture my favorite momentum my favorite ticket my favorite whatever and and sports can mean a lot of things right it's how do you sheltering or shelter in shape how do you run safely at night right if you're trying to social distance and then what about all these people that have their kids home from school you know what about games and things that you can do and so you know a lot are out there replaying best stuff out there I've seen some of those clips you know highlights from Houston or whatever it may be so I would tell you if you're if you're looking for your husband's dream to come true maybe check out your tag know station send them a message you drop my name might not help it might and see what you can do for forum Judi okay all right so where we going now TV to digital right so for us digital is a lot of things I'm going to focus on on platform which is our desktop websites our mobile websites and all of our apps that those are our sort of our core products and like TV we're seeing the consumption just exploded right people that are on their phones all the time right and and we are having record days we if we looked at all our traffic going back years across our entire company we're seeing consumption like we've we've never seen people or average daily visitors you know so that so our reach and then average daily video plays that the numbers are just just huge so and you can sort of applied these same metrics to and these same questions to these behaviors like we do to TV one of them is like when do people show up well we've seen consumption ships not so much late at night less in the late evening but a little bit shift more to the morning which is a little bit different than TV but you can't kind of get the behavior right I I wake up I'm gonna check on my phone or my laptop and go what's the latest code bit update didn't that I miss anything big last night has there been a an explosion in my top in my town right and really what we see is a pretty flat curve throughout the day from you know just all daytime consumption is pretty high and pretty flat where before we'd literally see like a spike at lunchtime when people at work we're checking in or a spike around four or five o'clock as they were getting ready to live to leave work right it was the day had a little bit more spikes to it now people are checking in regularly and they they want to know right what what's going on and the reason for showing you a bunch of alcohol is not anything personal with me but it's when you think about the when question is when your customers come what can you provide them right so I'm fascinated by like auto repair shops or you know places going get your tires change oil change or whatever you go in the morning they've got coffee and doughnuts going at four o'clock in the afternoon coffee and donuts are still there in some places right is a consumer I'm in a completely different frame of mine when things happen okay if if your customers come to you between 4 and 8 p.m. do you consider socials and happy hours right and our moods change by the time of the day just like our moods change by day of week right so if you know which days of the week your consumers are mainly engaging with you it's very different on a Monday than it is on a Friday right so you know for us digital is like okay we got it we got to help people when they check in first thing in the morning you give them their updates right so on the digital side we can look at a lot of individual content metrics and when this first started out the top stories that we would see you know day after day if we we categorized that content it'd be like what's happening with the infections how many people are dying what schools are closed what's the latest in the restriction or orders you know how is this thing spreading right and then as it evolved and again this wasn't even across every market we'd start to see okay I still want the updates in the latest information but you don't have to dive into that quite quite so much right and and then I'm starting to get more interested in the how-to stuff right how do I deal with this how do I work from home how do i how do I handle the kids you know thanks where you got all this teacher appreciation how do I you know handle my spouse what should i watch and and people were starting to look for more sort of connections to other people right and they wanted to get involved how can I help others how do I do this right and then starting to look for like a little hope and emotion inspiration right it wasn't just all the downer news but you know what's what are some of the positive what what what is some of that hope and balance especially in the local communities and again that's all I'm talking about I'm not talking about national news these are local markets and then really the next thing that happened was hey when do I get my money and how do I get it how do I apply for unemployment how do I get my stimulus check what's happening with this government tracking you know tons of people out of work struggling to pay the bills huge huge financial impact on them and so you really did see these like stages in content consumption my guess is whatever business you're going through is your consumers are going through a lot of those same kind of stages right and so when we mind these things you know I I can give you a ton of like questions that consumers have and and in some way I could might be tenuous for some of you but there's a lot of you they could probably figure out where your business could intersection intersect with one of these questions you know how do I stay safe how do I go to the store shy or go to the store should i order on online site to do the pickup or should I go in how do I make a mask do I really need a mask to I need a mask all the time is it protecting me or the other people how do I pay rent what about my electric bill my water bill my mortgage my tuition right how do I collect unemployment how do I get my stimulus check is it different by statement I state why is it so so different why is this forms you know so confusing how do I help others how do I help the first responders how do I help those truckers the grocery store people you know hug the nurses how do I help the doctors how do I help the elderly people who are in trouble you know how do I clean my own cleaning was huge for the first two weeks that most people are at home clean and the floorboards that they hadn't touched in awhile or cleaning this out or organizing that cleaning was a big activity with the with the stay at home right and and and how do I work from home better and how do I deal and teach my kids and then you know like what's happening with my spouse now that I'm around this person 24/7 who is this person right hopefully you saw all those memes it is also a show who the heck did I marry and what should I watch you know well if you're finished with Tiger King I would I would encourage you to check out your your local news and so we talked a little bit about when but but the other thing is you know how do your customers find you right for us our search referrals to our on platforms you know in a matter of weeks when it went up well over a hundred percent the search right and that is one of the the biggest ways that people were searching for specific stuff in their communities you probably all if you have websites you can certainly look at that same kind of metrics you know what are the key terms people are searching for for your business or your industry or your specific company or what are they searching for just in general and where can your company in or intersect with that you know it's one of those old old things but help people find you right don't hide the sign on your building don't make your website hard to find you know what figure out what they're actually looking for and help use that to help them find you not the way that we want them to find you but you know the way that they should or the way that they that the way that they want to okay you know and and the other thing I'd say just sort of like back to the analogy of the the unexpected region that the gas station which I'm questioning my judgment on that more and more is you know these are you're dependent on third parties so if it's if it's Google or some other search thing you know once they come to you again what are you what are you giving back that take behind right how do you move off that you know for us it's you know the apps and newsletters and things like that but for a lot of businesses that may be maybe something else it is about giving them something right and so when we look at something like social media so this is a nod to Charlotte North Carolina we all love that town our local station down there right on on Facebook the local meteorologists trying to help out the parents doing some teaching for the kids stuck at home right new episodes each weekly they got a lot of stem things in there you know it's giving something for free you know local TV stations there's no subsidies for us right we're not we're not getting anything we make our money through advertising which is made by serving the audience you don't serve the audience you don't serve the local communities and do what's best for them you're not gonna have an audience that that you can then have advertisers advertise to so you know social is a little bit different than search but it is it is still giving something and it is still building about a relationship that then takes them to your primary platforms we are not quite as dependent on them so you you may have to give up some things for for free Anna a little bit about best practices it's big for us it may or may not be appropriate for for your business but you know we take a look at all our properties and say who is really over performing and I forgot what I put it up up here if it was visitors or video plays but the colors of the bubbles you're looking at are our cities that are sort of relatively the same tier and so we can look quickly look at it and go hey these bubbles are bigger these stations are really over performing well what are they doing differently you know let's let's talk to them they probably come up with a good idea all the good ideas certainly don't emanate from from corporate or some central organization it's frequently people on them on the front lines or you know pretty much all the time and so you know but you can help them say okay what what are they doing Wow and then you can frame it what was the customer need that they were fulfilling and then you can help spread it through your your organization so whether it's one division or one department how can you help them with that all right just a just a little bit about social so social media social media a lot of opinions out there I'm just gonna go to one thing which is really when when crunch time hits you you actually get to see the stuff that you've been working on for years you know how good were you at it how good were you at identifying consumer needs because that is a lot of what what the insights is about are you finding what what people really want well years ago we're part of a Nineveh my team as part of an innovation group and we feed some of the consumer needs into that and we bring people in and they innovate it's one of the things I absolutely love about my company a lot of them just in case anyways out there but but that one especially right it really is or this bottoms up innovation driven by consumer consumer needs not what we want to do for them but what do they what do they need and so in looking at at social media years ago and talking to consumers one of the things that we would hear from them they go I don't know if I can share that and I saw this interesting post I saw saw this interesting thing I'd like to share it it seems interesting I'd love to to know but I'm not sure you know can I share that or can I not and so several years ago we came up with a a franchise called verify it's a little bit different than some of the fact-checking things you see from national media brands which are almost exclusively focused on politics we're really focused on stuff that our consumers send in right they'll send us a post and say can you verify this and that that verify team will go in and they'll you know they'll say hey here's the sources we talked to and here's the result of this verification process and it's a simple consumer need but it's really a powerful one right and I can go I've got tons of great examples pre Kovan but when kovat hit that kind of franchise that was already centered on what consumers needed way it was it became even more powerful right and I'm you know we put this big red axe right over these posts and you can see in markets where that'll stop the spread of some disinformation and and misinformation and I I do believe that as a consumer you know it's for the society good but it is also what the consumers really really want and so you know some of those basic consumer needs really in change at all through this thing you can do with something like this is you can actually teach people how to do it on their own like when you see it from a questionable source here's how to go search for it here's how to do a reverse image search to see if that picture of these people celebrating is actually from a different time in place right you know help help people be smarter and more educated consumer as the the Men's Wearhouse so famously said I don't eat them right help them with that so and and then the other things with social is yeah you can do the same thing we did with digital TV and go when are they visiting are we appropriate for that time what are they consuming but the other magic of that is what they say you know what are the Commons coming back at you I don't know too many companies that aren't present on on social media out there this is King five our TV station in Seattle great call letters right they actually have a duopoly called Kong so it's King and Kong are the are the two stations but you know here's a post about visiting even just one friend puts everyone at higher risk for auto buyers right 156 comments three hundred shares of notes okay then you huge numbers go in and start reading those comments and you can say wow there there's there's gold in here stuff that we can do is follow ups or you know we can we can provide a service by answering some of these questions so so Robin you know she'd rather go see her boyfriend a few times a week then go to the store she knows he's been around and she don't know it doesn't know the people at the store of people going in and out of the stores no masks are the ones I worry about gives me anxiety just thinking about I'm sorry she's anxious but I'm gonna show you something in a minute about moods about a lot of people being being anxious I also hope that what she's hearing from him is I'm cynical but that she really don't know who he's been around but that that can lead you to more more stories and what people are really thinking so in a time when a lot of primary research certainly in-person stuff and I heard some of the distance things earlier which I thought was great but you know this is absolutely a another another resource for you right or what are what are people saying how do they react and again you're not going to get this unless you're giving something right just constantly taking isn't a relationship most people actually want to be in okay so I had a quick thing about panels cuz thankfully we had several of our stations were smart enough to have these panels in advance and so the cost of continuing annal Steranko bid was was no right you've got him anyway all the costs are basically at the the front end so in one market we did a thousand interviews very quick turn right scope it save people get to get to do this at home and we ask questions like what precautions are you taking right now everybody's washing their hands they're not going to large cannon the other English that are using hand sanitizers at the point this was done and I think this was maybe a week to ten days old they weren't they weren't all wearing a mask yet right but it panels great way to get into what they're doing what are they doing dogs by their time there's one of the cleaning stats I've seen that from secondary research as well you know binge watching movies or TV series a lot of sleeping going on out there and an interesting one about you know cooking baking or trying new recipes and if you scan the secondary research sources you know a lot of people out there are going I'm gonna learn to cook or I'm gonna learn in your language or I'm going to learn yoga I'm gonna learn this you know whatever your businesses are you using this opportunity to go hey let's teach people how to do things because there's a lot of people at home waiting to to learn something but the other thing we asked them was what's your mood you know and I think it really illustrates the some differences by consumer and and these are sort of traditional demographic breaks but again it's a thousand respondents a very good Sam all in a you know a top 15 size market in the in the southeast that somebody on here was was from you know and if you looked at what everybody said and just the top five kind of words we gave him a whole list of words that they could choose from and you know people were cautious and worried or frustrated stressed or anxious and that was you know the vast majority if you looked at 18 to 34 year olds you saw words like I'm bored and I'm annoyed you know I can't do what I want I can't be with my my friends got nothing to do the parents are around home college whatever it may be you know or I'm you know I'm single in an apartment and and you know I'm a little bit isolated for african-americans in this market you know hopeful calm Kate came up in the top five words you know very very sort of different perspective based on different life experiences dealing with different issues in society as a whole you know that might be a stretch but again it's like sometimes you gotta be careful of moralizing the data but it at sometimes the the details really do matter and these things really do matter in in advertising you know right now to be at the wrong tone to be out there with a with a message that is showing groups of people from the past because you have an update of it you know probably not a homerun while others and I've heard other people in these panels talk about this is you know being appropriate for the the moment can be really powerful and when your voices out there advertising when others aren't way your your head and shoulders above the crowd and you have a chance to really take off compared to your competitors so I'll just I'll just wrap it up you know I hope everybody stays safe you all stay sane you're able to find some joy in this moment hopefully you will support your local TV station which by the way here's one little last last tidbit it is the most trusted source over and over again you know there live in your markets the people work there their kids go to your schools they shop in your grocery markets they they share they share your your concerns and then lastly I just say thanks to accelerant again thanks to Bill I really did think this was a great thing I see some questions here and if it's okay I'll just go ahead and try to attack this what do we have here no longer priority for advertising sports reporting I think that would depend on the market and the station I would tell you there's a there's a sportscaster in Dallas Dale Hansen on WFAA who does some very outspoken commentary he's actually been on like The Ellen DeGeneres Show Sports is a priority but probably not just the traditional recaps and highlights and and typically you can find all that kind of information through the local stations available online but you know the goal isn't necessarily to do the same as everything else it really is to provide something unique and and support the communities let's see yeah so I see the analogy about working in retail and the rainy day you know I I've been I have to talk to managers who like when something unusual happens it's like what we you know we need to take that out of the data set so we really have an apples to apples comparison I you learn more from sort of the the unpredictable moments than be predictable ones okay yes I will share the slides I may have to make one edit to them do the ratings go down during the White House press conferences our stations mandated to air the White House press conferences and are they paid ad spaces okay so whether they are not paid ad spaces you know I stations again the mission is to serve the local communities so at one point I worked for a company that was heavily into newspapers owned owned a ton of newspapers and there was an analysis done at that point about who knew the newspapers had endorsed for presidents and when you when you looked at the data there was actually owned about a hundred newspapers at the time it was pretty close to about 40 endorsed the Republicans and about 40 endorsed the Democrat and it was reflective of their their local markets so no there they're not mandated to to here era they're mandated if they're if they're part of techni to serve their their local communities most markets that the options for watching that press conference are on multiple stations so if one station doesn't do it consumers have the option to go somewhere else if they want or if they don't want to watch it they you know most of you probably have hundreds of channels brand equity impact event advertisements that haven't converted to a COBIT centric message I they're all good questions thanks Jared oh yeah yeah that that's a good one no but what we what we've heard from the consumers in the research is and they notice it when it hasn't converted it doesn't have to be kovetz centric by the way it has to be sort of like covin friendly so to to tell people to gather with their friends right now to all meet in an area and and you know let's all get together right now isn't really appropriate it doesn't have to be hey it's all about COBIT all the time because even in our news you know there are big stories happening there was an earthquake in the northwest you know the biggest story in in Boise for a while that'll knock obit off the off the top tier so um no I just I think you you need to be Cova to where in your your messaging and with some advertisers pulling back I do really believe right now is an opportunity to really reach your consumers through advertising that a lot of businesses could be taking a lot more advantage of I I think that's [Music] I don't I don't know what I missed bill I know I'm running up against the time I think that's all of the questions and again Tom you know to the extent that you can stick around if anybody does have any you know hanging questions and wishes to reach out to you we would sort of send them in your direction yeah I mean that was great thank you so much for doing this Tom really enjoyed it just awesome thank you Hey thank you as well I know I had on that last slide but you know I'll be on social a little bit the QV I see 20/20 hashtag I know it's being used that's probably a great one if you know something things it comes to you ten hours to me which is you know how my brain works it's like a day later it's like how what about that so but bill I again thank you very much I think this was a great great thing you all you all did yeah thank you it looks like we have just a handful of minutes so we'll go dark for a minute and be ready for our next presentation in just a few thanks a lot yeah