Marketwired Blog

Morning multitasking might just save AM news broadcasts from an Internet takeover

“Early to bed, early to rise, makes a man [OR woman] healthy, wealthy and wise.”

We’re all pretty familiar with this seemingly antiquated proverb.  But old Ben Franklin’s adage rings truer than ever within the realm of morning news broadcasts, as more and more stations are beginning their shows at 4:30 or even 4:00 am.

According to a recent article in The New York Times, Nielsen ratings report that more and more Americans have their TV sets on during the wee hours, and news programs are going after those viewers, especially the 30-somethings, who represent lucrative ad dollars.

So what do we know about these viewers?  Who are they, and what are they doing up when everyone else is asleep?  They are commuters who watch as they get ready for work in the morning; late-night shift workers who are burning the midnight oil; and parents who are tending to a crying infant.

Although much of the broadcast content is recycled from the previous evening’s news, these early-early-morning shows are causing American TVs to go on early and stay on later, and remain on the same station throughout.  Jeff Murri, general manager of WJBK in Detroit, put it best when he stated, “Local news as the lead-in to local news is the best possible scenario.”

While the Internet has been nipping at the heels of almost every traditional news outlet — broadcast included — morning news programs carry a super-secret-super-special immunity potion: the innate need to multitask. People aren’t logging on in the mornings because they’re simply too busy doing other things: getting dressed, eating breakfast, packing a lunch, getting the kids ready, etc. In the morning, it’s more convenient for them to watch (or listen to) TV, rather than putting all focus and attention on a computer screen, so that they’re able to get more done in less time. So, morning news broadcasts may just be protected from Internet takeover… for now.

Are you a morning multitasker? What do you do while you’re watching the morning news?

Get some more information on the future of news:

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