“Love ABC Primetime? We do too.”
That’s the message behind #liveonkomo, the ambitious new Twitter initiative from Seattle ABC-affiliate KOMO aimed at boosting primetime ratings by promoting social media interaction among viewers, as well as the station’s on-air talent.
KOMO launched #liveonkomo with the season premiere of “The Bachelorette” earlier this month and Kristi Waite, KOMO’s digital strategist, says that the station plans to promote top ABC shows through the upcoming 2012-13 season, using the model established by the “Bachelorette” debut.
For the “Bachelorette” premiere, KOMO hosted a tweetup at a local hotel and invited Seattle’s most influential Twitter-ers to mingle, sip champagne, and watch the show together, as they documented the event in 140-character bursts using the hashtag #liveonkomo.
Among the Twitter-ers in attendance at the event, which included a red carpet, were KOMO evening anchors Dan Lewis and Mary Nam (photo, below), and chief weathercaster Steve Pool. The station promoted the tweetup during its evening newscasts, and compiled the Twitter stream on its website. And, of course, tweeted about it from @KOMO4.
Waite says that KOMO plans to do similar events around ABC hits such as “Dancing with the Stars,” “Castle,” and “Modern Family,” as well as shows slotted for the new season, including “Last Resort” and “666 Park Ave.” Waite plans to tailor each tweetup experience to the show, which means that a “Grey’s Anatomy” event would likely take place at KOMO’s downtown headquarters, which serve as the exterior for the show’s Grace-Mercy West Hospital.
The station is especially interested in promoting ABC shows that lead in to its 11 o’clock newscast.
“Having KOMO anchors and reporters tweet during the show helps build relationships between people and the newscast,” Waite points out.
— Dan Lewis (@DanLewisKOMO) May 15, 2012
As social media has broken down the barriers to communication between news talent and viewers, KOMO’s #liveonkomo initiative perforates the line between primetime entertainment and news. And so far, it’s meant success in the ratings.
Here’s a ratings breakdown for the “Bachelorette” premiere on KOMO via Lost Remote…
‘The Bachelorette’ on KOMO compared to 2011 Premiere:
Women 18-34: +31%
Men 18-34: +117%
Total People 18-34: +38%
11pm KOMO News compared to newscast which followed the 2011 ‘Bachelorette’ Premiere:
Women 18-34: +92%
Men 18-34: +180%
Total People 18-34: +122%