Despite national reports or online discussions on dropping TV news viewership, local TV remains a powerful outlet for reaching specific audiences with tailored stories. To effectively land coverage, it’s essential to understand the typical local TV news viewing audience and craft media pitches that align with their interests, concerns, and preferences.

Here’s an overview of the key demographics and strategies to consider when pitching to local TV news outlets:

🎥 Know Your Core Demographics

The typical local TV news audience tends to skew toward older age groups. According to Nielsen, the majority of local news viewers are aged 50 and older, with a majority of them being female. This audience is generally interested in stories that are relevant to their communities, health, safety, and local government. When younger viewers tune in to TV news, they are typically drawn to major events, breaking news, or local stories that have a strong connection to their community or interests.

How to Tailor Pitches:

• Focus on topics that impact the local community—such as new businesses, local economy, infrastructure developments, or health-related stories.

• Consider human interest stories involving local heroes, volunteers, or local influencers, which appeal to audiences.

🎥 Capitalize on Regional Interests

Local news thrives on region-specific content. Whether your client is launching a new product, hosting an event, or sharing an opinion on local issues, it’s important to make the connection to the community obvious.

Local viewers care deeply about:

• Weather and safety.

• Local sports teams.

• School districts and education-related news.

• Community events, charity work, and local entertainment.

Tailoring Your Pitch:

• Localize your client’s story. For example, if you’re pitching a new restaurant opening, highlight the local ties of the owner or the restaurant's focus on using ingredients sourced from the community.

• Include a geographical hook by framing how the story impacts the audience on a personal level. Mention specific neighborhoods or local landmarks to increase relevance.

🎥 Highlight Visual Appeal

TV news is a visual medium, so pitches that include opportunities for compelling visuals are more likely to grab a producer’s attention. Think about how your story will look on screen and offer up potential B-roll footage or interviews.

What Producers Look For:

• Dynamic visuals: Action shots, lively events, product demos, or on-site footage.

• Interview opportunities: Offer access to key stakeholders, community members, or experts who can provide insight and credibility.

• Infographics or data visuals: If your story includes statistics or research, providing an engaging visual to accompany it can help translate data into digestible content.

Pitching Strategy:

• When crafting your pitch, mention specific visual elements the news team can use, and offer access to high-quality images, video, or graphics.

• If you’re pitching an event or product launch, provide details about what the cameras will capture and why it’s visually engaging for viewers.

🎥 Timing is Key

Local TV news operates on a strict schedule, with specific segments often dedicated to different types of content (morning news focuses on weather, traffic, and quick updates, while evening broadcasts may include more in-depth stories). It’s essential to pitch stories that fit within the timing and structure of these news segments.

Timing Considerations:

• Morning News: Perfect for quick updates, feel-good stories, or segments that feature local businesses or events happening that day.

• Evening News: Ideal for more in-depth pieces on local government, economy, or investigative reporting.

• Weekend News: Often slower-paced, making it a great time for feature stories or interviews that have a human-interest angle.

Tailoring Your Pitch by Time:

• If your story is time-sensitive or tied to an event, ensure you pitch well in advance and emphasize the urgency.

• For ongoing stories, like an unfolding local issue or recurring community event, be flexible with timing and offer opportunities for follow-up coverage.

🎥 Leverage Local News Trends

Local TV news coverage is often influenced by current trends, such as ongoing political developments, environmental concerns, or health and safety topics. Pay attention to what stories are consistently making it to air and align your pitch to match those trends.

For instance, if a particular local issue (such as crime or housing) is dominating the news cycle, think about how your client’s story can fit within that framework. Even if your client isn’t directly involved in the issue, positioning them as an expert or concerned community member can be an effective way to align with trending stories.

Pitching Tips:

• Reference current news stories in your pitch. For example, “With local residents concerned about the rise in crime, our client is launching a new safety app designed to keep communities safe.”

• Tie your pitch to timely events like elections, weather seasons, or local developments.

🎥 Be Concise and Accessible

Local TV news operates on tight deadlines, and producers don’t have time for long-winded pitches. Keep your pitch concise, to the point, and easy to understand. Make sure all important information is included in the first couple of sentences.

What Producers Want:

• A clear and compelling story hook in the subject line or first sentence.

• Relevant details that explain why the story matters to the local audience.

• Contact information, along with potential interviewees and availability.

Crafting Your Pitch:

• Lead with a strong headline or pitch subject that clearly conveys the value of the story to the local audience.

• Summarize the key points quickly: What’s happening, why it matters, and who’s involved.

• Be responsive and ready to provide more information, visuals, or interviews.

🎦 🗞️ 📺

Local TV news remains a highly valuable platform for PR professionals to reach engaged, community-focused audiences. By understanding the typical local news viewer—older, invested in their community, and interested in visual storytelling—you can create pitches that resonate with both producers and viewers alike. When crafting your media pitches, always localize the story, offer engaging visuals, and consider the timing to maximize the chances of securing coverage.

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