Case Study: Southeast Local News Station reclaims #1 ratings and achieves up to 54% local market share with Propellant Media

Local News Station Gets to 50 Percent Share of Market

News Station, a local broadcast outlet in a top-25 southeastern market, was stuck at roughly 40–42% local news share and needed to innovate beyond traditional TV and radio. They partnered with Propellant Media to shift spend to cutting-edge digital advertising channels and analytics, including geofencing, programmatic display, Facebook/Instagram, Google AdWords & YouTube, and a morning-facing performance dashboard.

Propellant Media executed a comprehensive digital media plan with targeted buys and granular campaigns during sweeps and heavy weather periods and tied results to a live analytics dashboard. The reallocated digital strategy produced six months of consecutive growth, returned the station to the #1 position for morning, evening and late news, and made them the only station in the market to grow year‑over‑year in A25‑54; they reached a 48.2% local-news share across the 22-county area (54% in the largest county), with website visits up 7%, page views up 5% quarter-to-date, rising app downloads, and the largest local news social footprint.