After rioting in April in Baltimore, local stations are seeing higher ratings and dealing with makegoods, Media Life reports.
“The Baltimore riots in late April following the death of Freddie Gray led to the preemption of lots of local TV shows, with stations airing nonstop news coverage and resulting in many advertisers’ commercials getting bumped,” the story reports, adding: “The news produced record ratings, and that bump has continued.”
The article cites media buyers saying the process has gone pretty smoothly.
Said Julie Block Padden, media buyer and planner at the Baltimore agency Media Works: “We had a couple of clients on during the riot coverage. As inventory was being preempted for news coverage, the stations were trying to get spots put back into the schedule, and I feel confident the majority of our clients’ campaigns ran and they didn’t suffer huge preemptions.”
Local news programs saw a big bump in ratings, which carried over into May sweeps. “NBC affiliate WBAL averaged a 7.3 household rating in the 4-6 p.m. time period during the week ended May 3, according to Nielsen ratings analyzed in a Media Works blog post, more than double a 3.5 rating the previous week,” the story reports.
The article adds: “CBS affiliate WJZ saw its rating jump from a 5.4 to an 8.0 during that same period, and both stations also benefited in primetime, with WBAL up 67 percent and WJZ up 38 percent.”