Examining local sports broadcasters’ use of Twitter to cross-promote on-air and online content

ABSTRACT

Local television stations in the United States are showing a decline in revenue from previous years and are searching for new ways to promote their product in an effort to increase their audience. While previous research has examined traditional promotional methods through commercials, this study addresses how television station employees are using Twitter to promote content on traditional media outlets. An analysis of 19,649 tweets from 201 local television sports broadcasters throughout the United States found that less than 9% of their Twitter use was devoted to promoting either their television sportscast or the website. A survey of those same sportscasters revealed that station management does not encourage them to use Twitter to promote content, even during periods when ratings are collected.

KEYWORDS:

• Theory of the firm
• promotion
• news
• broadcast
• Twitter

Disclosure statement

No potential conflict of interest was reported by the author.

Additional information

Notes on contributors

Kevin Hull

Kevin Hull (PhD, University of Florida) is an assistant professor in the School of Journalism and Mass Communications at the University of South Carolina. His research interests include examining the impact social media has on traditional media members, athletes, and sports fans.