TEGNA Station Spotlight: KGW Offers the Best of Broadcast and Streaming with KGW+
Live, local, and always on, TEGNA’s KGW+ is a new streaming app that offers 24/7 live and on-demand access to KGW’s original storytelling, local investigations, and reporting on the biggest issues affecting Portland and the nation. What does this mean for advertisers? Find out why adding streaming advertising to your marketing mix can deliver big results through reach extension.
Nearly every American household has a busy schedule. Work, school, soccer practice, dinner dates … the list goes on. Although appointment viewership, live events, and sports appear to be on the rise and fueling Linear TV audiences in droves, streaming networks offer viewers a chance to watch what they want, when they want.
As streaming viewership continues to rise, TEGNA’s KGW in Portland now offers KGW+, a chance for viewers to watch every KGW newscast, special investigation, and daily weather forecasts on their own time. By adding the app to Roku or Fire TV, viewers also have access to local sports shows hosted by Locked On Podcast Network, VERIFY’s new weekly show dedicated to stopping the spread of misinformation, and Daily Blast LIVE, TEGNA’s interactive, live daily show for television and streaming, covering news, entertainment, culture, sports, and the latest trending stories.
The Power of Pairing Broadcast + Streaming for Advertisers
Whether it’s linear broadcast or OTT streaming, US adults are watching. According to Insider Intelligence, they’re consuming content to the tune of more than four and a half hours per day.
It’s a common misconception that streaming would draw viewers away from broadcast or vice versa. For advertisers, media plans with a combination of both can offer reach extension and the ability to hit target audiences no matter when they are watching and no matter the platform.
For example, streaming viewership continues growing, and at the same time, live events and sports are fueling Linear TV ratings. In January 2023, broadcast viewing jumped 2.1%, propelled by the NFL playoffs and a nearly 30% increase in drama viewership. The Grammy Awards are up 31% year-over-year, bringing in 12.55 million viewers. These stats underline that a media plan incorporating both linear and streaming is the way to go.
“Connected TV (CTV) is an essential buy for linear TV buyers looking to build a complete TV strategy in 2023,” our friend John Vilade, Head of Sales at Premion, tells MediaPost.
Many traditional TV advertisers are already embracing CTV to extend their reach to capture audiences that cannot be reached through linear alone. Without CTV in the mix, advertisers are potentially missing out on a huge audience segment, as almost half (46%) of US households are only reachable on streaming TV, according to an MRI Simmons 2022 November Cord Evolution study.”
About TEGNA and KGW
TEGNA’s continued expansion in streaming TV unlocks a massive opportunity for brand advertisers to extend their reach and bring new consumers into the fold. By adding TEGNA’s new OTT apps to your brand’s marketing and advertising mix, you can drive engagement in a brand-safe way. Let’s Get in Touch.