In a recent survey conducted by D S Simon Media, 46 local TV news producers responded with the following:
- 68% of TV producers prefer to interview a brand spokesperson, rather than a third-party expert when producing a story featuring a company
- 76% prefer that the spokespeople be on-location or at a home/ office
- 2% of stations prefer for guests to go to the studio
- 80% of stations say that having your spokesperson on-location makes the segment more authentic.
“TV producers have already been moving towards a preference to interview spokespeople from a brand or non-profit, instead of a 3rd-Party expert hired by the brand prior to COVID,” says Douglas Simon, CEO of D S Simon Media. “That trend has only accelerated.”
How are stations acquiring the video for interviews? 83% use Zoom, 44% take satellite feeds, and 35% request that the spokesperson’s team send a video file of the interview for them to use. 91% of the producers reported that they will continue to use Zoom for interviews after the pandemic. That’s a 7% increase over last year.