A recent edition of TVNewsCheck contained an interesting article by Dustin Block. In the article, he argues that broadcasters must move away from our traditional linear metrics and embrace a “total” audience approach. He noted:
“The future of local broadcasting lies in its ability to evolve beyond the traditional linear model and tap into new audience segments. By embracing a total audience approach, we ensure that our stories reach the widest possible audience, including those who may never tune into a traditional broadcast.”
Embracing this approach is complex and not easy. Block noted that “While a perfect solution for measuring total audience doesn’t exist yet, we can’t afford to wait.” He made the following recommendations:
“Audit your current metrics: Take stock of all the data you’re currently collecting across platforms. Look for insights about audience segments you might not be reaching through linear broadcast.
Invest in integration tools: Look into analytics platforms that can help aggregate data from multiple sources. Tools like Chartbeat or Parse.ly can be a good starting point for understanding your diverse audience.
Experiment and learn: Use your aggregated data to experiment with different content types and distribution strategies. Pay special attention to what engages audiences on platforms outside of traditional broadcast.
Foster a data-driven culture: Encourage your team to think beyond traditional metrics and audience segments. Make total audience reach and new audience acquisition key performance indicators.
Collaborate and share: Reach out to industry peers. Share your experiences in reaching new audiences and learn from theirs. We’re all navigating this new landscape together.”
You can see the complete analysis in TVNewsCheck here.