Naturally not all stories will resonate with broadcasters, but good ones do and they can yield tremendous returns both in terms of gross impressions and media values.
New York, NY (PRWEB) July 29, 2009
News Broadcast Network (NBN), an industry leader in broadcast services for public relations and marketing, reports that its annual success rate study indicates that Satellite Media Tour results are at their highest level since the company first provided this service 20 years ago.
In the study, the company found that of the 39 SMTs produced for clients in the past six months, 87% achieved 500,000 media impressions, or more, from earned air television airings alone.
Further, two out of every three SMTs achieved more than one million television media impressions, and one out of every three SMTs achieved over two million television impressions.
The company says that it uses the benchmark of 500,000 television impressions because it is usually at this level where a project's media values exceed its price.
According to Mike Hill, NBN's president, it is the result of a focused effort to bring a higher ROI on television projects. "Two years ago we decided to invest in building the best media relations team in the business, and they been very innovative with new ways to communicate and work with the stations. We're doing things very differently than what has been industry convention."
The same improved success rates are reflected in national b-roll releases. 81.25% of b-roll projects released during the first six months of 2009 achieved a minimum of 1,000,000 in media impressions from earned air.
This is up 15% from three years ago when B-roll releases were produced and distributed far more frequently by the industry as a whole.
"Many clients believe that video feeds are not being used by stations so they have stopped investing in them. This is simply not true," says Mike Hill. "Naturally not all stories will resonate with broadcasters, but good ones do and they can yield tremendous returns both in terms of gross impressions and media values."
For instance Hill noted that B-roll release projects with just 3,000,000 impressions generate a media value over $100,000, and that the risk/reward ratio for video feeds can be highly leveraged and the downside protected by building packages with new media and secured air elements to augment classic earned air.
Hill also believes that 2009 success results indicate that most TV stations understand the value of 3rd party video and have readily adjusted to FCC disclosure requirements.
For more information or to schedule an interview with NBN President, Michael Hill about the Success Rate Study or broadcast public relations trends generally:
About News Broadcast Network, Inc -Founded in 1967, News Broadcast Network, Inc.(NBN) is a branded content production and distribution communications company serving public relations and marketing professionals with four practices: broadcast PR, new media services, production and media planning and placement NBN has over 55 employees in ten US offices: New York City, Los Angeles, San Francisco, Seattle, Chicago, Boston and Washington, D.C.