Philadelphia Station Sees Big Returns From Digital Focus at DNC

By Kevin Eck 

Philadelphia ABC-owned station WPVI may have reached the tipping point between broadcast news outlet and digital news outlet at the recent Democratic National Convention.

WPVI told TVSpy the convention was the first major event where its digital plan was equally as large as its on-air coverage plan and looking at its social media numbers, it seems viewers responded.

For the Democratic Convention in its hometown market, WPVI scheduled hourly Facebook Live streams, utilized dedicated digital-only producers and put on two social events, a virtual open mic called the Social Soapbox and a public lunch table debate at a local deli called the 4th Street Faceoff.


On Facebook, the station’s average daily reach went up 25 percent and its daily video views nearly doubled. The WPVI website also saw 36 percent increase in traffic during the convention week with 775,000 monthly unique visitors.

The station says its ComScore report for June showed its 27.6 million page views tripled local NBC-owned station WCAU’s 8.9 million.