WPTV’s November Sweeps Elevator Pitch

wptvWPTV, the Scripps NBC affiliate in West Palm Beach, Fla., says it was No. 1 in households in all morning and evening newscasts during November.

But it was particularly tight at 11 p.m., according to Christine Baron, WPTV’s creative services director.

“WPTV’s 11p.m. news was just hundredths of a difference from first, second and third.”

Christine Baron

Christine Baron

Baron believes a new direction in the station’s topical promotion may have played a role.

“It came down to who has the most compelling writing. During sweeps, we launched a whole new style of topical writing and we enhanced what was there for newscast writing.”

Baron says there wasn’t much of a change in the number or placement of the topicals for the 11 p.m., but there was a more focused effort to include reporter stand-up teases.

“Getting reporter stand up teases can be really hard because reporters are expected to do so much these days. But we brainstormed ideas before reporters even get out the door. And the topical team was constantly in contact with them, whether it’s emails, texting or calling, just trying to fine tune what they plan to cut out in the field.”

“The results were awesome, everything seemed fresh, new.”

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