Just a few weeks ago on this blog, I explained how CNN chose to lead live coverage from Haiti with lengthy “coverage” of their reporter/doctor performing procedures, rather than update its audience on the latest news.
This week, I saw a new example of self-promotion leading a broadcast rather than news. Tuesday morning, ABC’s “Good Morning America” led is broadcast with the story of the capture of the Taliban’s top military commander. That was a story that broke relatively late the night before, was new to the U.S. Eastern Time Zone, and was unquestionably the most significant news story in the world at that moment.
Meanwhile, on NBC, the “Today” show began with 10 minutes of Olympic self-promotion, including anchoring Meredith Viera at a bar with athletes and Matt Lauer literally hugging a gold medalist. Only after those 10 minutes did NBC finally report the Taliban capture story.
So why do the networks put promotion ahead of news reporting? I assumed, based on my experience in TV, that the only explanation has to be ratings. So, I checked some numbers to find out. Tanner Friedman sources in two markets – one major cold weather and one medium warm weather – shared preliminary overnight ratings for this blog. In the major market, “Today” outrated “GMA” by a ratings point and a half in the first quarter hour of Tuesday’s broadcasts. In the medium market, “Today” beat “GMA” by three full ratings points in the same time period. Overall, in the only measurement that counts, viewers in those markets chose NBC’s self-gratification over ABC’s straight news reporting.
Of course, this is unscientific, anecdotal analysis. But it does prove one thing. If a TV show draws an audience, measured by the Nielsen ratings, decision-makers have no reason to change anything. In fact, it’s going to mean more of the same.generic viagra levitra and cialis pills Viagra Alternative can i take viagra
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