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TEGNA’s Marketing Power is in Video, Trust, Scale, Reach, and Solutions

At TEGNA, serving the greater good of our communities includes bringing your business real results, helping you grow and thrive by reaching the right customers at the right time. How do we do it? Swapna Podlich, Director of Product Marketing, explains how we harness the power of video, trust, scale and reach to help your business bring in tangible results with TV advertising.

Meredith Cunningham Published: June 15, 2023
TEGNA’s Marketing Power is in Video, Trust, Scale, Reach, and Solutions image

Swapna PodlichBy Swapna Podlich, Director of Product Marketing, TEGNA   

Our objective at TEGNA is to serve the greater good of our communities. From a marketing and advertising perspective, this includes bringing businesses real results, and helping them grow and thrive by reaching the right customers at the right time. 

How do we do it? 

Through the power of video. The power of trust. The power of our scale and reach. Most importantly, the power of our solutions. 

The Marketing Power of Video IS the Power of Influence 

Video’s influence is incredibly powerful, given the sheer volume of time we spend with it: 6+ hours a day, remaining relatively consistent over the past several years. When it comes to driving consumer behavior, video increases purchase intent by a staggering 82%, and nearly 3 in 4 consumers are more likely to buy a product or service after watching a branded video. 

And for the 70% of advertisers who don’t currently use video as a marketing tool, they plan to start this year. This is why it’s critical to ensure you have a truly holistic marketing strategy that includes video across linear, streaming, and digital for targeting and amplification to drive results.​ 

The Marketing Power of Trust ​ 

In today’s media landscape, we know trust matters more than ever. Roughly 1 in 2 viewers have moderate-high levels of emotional trust in national news organizations. However, local news scores much higher – with 3 in 4 viewers having moderate–high levels of emotional trust in their news organization. 

Our trusted content informs, educates, and entertains communities throughout the day, from the moment they wake up and scroll through the latest headlines in our news apps as they make their way through the day, up until bedtime, catching up on the day’s headlines during our evening and late news programming. 

We take our role embedded in our local communities very seriously, bringing viewers timely news and information and keeping everyone connected and protected from coast to coast.​ We speak to the importance of Truth & Transparency as it relates to everything we do across TEGNA, backed by TAG and NewsGuard certifications and our investments in VERIFY, reinforcing our commitment to seek the truth in topics most important to our local communities. ​ 

Most importantly, we apply the same levels of integrity as shepherds of our partners’ businesses. We’ll apply the same levels of care and integrity to your business as we do with our journalism. As trusted partners, we can speak to the power of our ability to amplify partner messaging through the moments that matter throughout the day. ​ 

With industry-wide recognition for focus on integrity and high journalistic standards, in turn, these accolades contribute to results for YOU. 

The Marketing Power of Scale & Reach 

While local is our bread & butter, our overall footprint is a competitive advantage in itself, with linear broadcast, streaming, and digital solutions for 64 brands across 51 markets. We have the scale, reach, and targeting capabilities to ensure you connect with the most valuable customers.  

We have the dual advantage of being the heartbeat of your local community, with the expansive reach across all 210 DMAs in the US, and we are the largest owner of Big Four affiliates in the top 25 markets among independent station groups, reaching approximately 39 percent of all TV households nationwide. 

With TEGNA’s reach and scale, we can deliver valuable audiences as diverse as the communities we serve, who, in turn, will become your future customers. 

The Marketing Power of Our Solutions 

From broadcast and streaming to digital and measurement products like TEGNA Attribution, we are ready to help brands connect with communities across the country through the power of our product solution suite. We can help your brand achieve its marketing objectives to drive meaningful business impact. 

Sound Good? Partner with TEGNA for Your Marketing Campaigns Today! 

At TEGNA, our ultimate goal is to equip brands with data and insights to inform creative, then amplify those messages with cross-platform campaigns, including linear, streaming, and digital elements. With 64 broadcast stations in 51 markets nationwide, our unique content opportunities will connect your business to the audiences that matter most and deliver proven results. Let’s get in touch to see how we can help your brand grow with the power of video, trust, scale, reach, and TEGNA’s marketing solutions. 

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