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In this Issue
Persuasive Television
Growth Year to Year
Live Well in July
The Glass House
Ravens Pre-season
The Bloomberg Report

From the Web
Why Email is the Anchor for Mobile Marketing
from Mobile Marketer

Mobile is quickly becoming the go-to place to check email, sometimes even more than desktop. Therefore, it is critical that marketers not only optimize emails but also weave the channel into every aspect of a mobile campaign.


With this high usage from handsets, email marketing is becoming a mobile-first strategy. However, with a smaller screen and consumers' shorter attention spans on their devices, marketers have to remember to keep mobile email initiatives simple, straight-forward and punchy.

How to Build Consumer Trust through Social Media 
from iMedia Connection
Public trust in an election year is often in short supply. But this year in particular, the public's faith in a range of public and private institutions and their leaders seems to be evaporating. The Edelman Trust Barometer annually surveys public trust in a range of institutions including government, business, and the media, as well as key players -- identified as government officials, business leaders, employees, and "a person like me."

2012 Fall Primetime Programming


7:00 AFV

8:00 Once Upon A Time

9:00 Revenge

10:00 666 Park Ave (New)


8:00 Dancing with the Stars

10:00 Castle



8:00 DWTS (Results show)

9:00 Happy Endings

9:30 Apt 23

10:00 Private Practice


8:00 The Middle
8:30 Suburgatory

9:00 Modern Family

9:30 The Neighbors (New)

10:00 Nashville (New)



8:00 Last Resort (New)

9:00 Grey's Anatomy

10:00 Scandal


Fridays (through Oct.)

8:00 Shark Tank

9:00 What Would You Do? (New)

10:00 20/20


Fridays (staring in Nov.)

8:00 Last Man Standing

8:30 Malibu Country (New)

9:00 Shark Tank

10:00 20/20



8:00 Saturday Night College Football 



Exceptional ABC7
Television in 2012

NBA Finals

Ravens logo



GMA Logo



This Week
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Welcome to the June 2012 edition of ABC7 Fast Tracker, an informative look at the DMA, plus upcoming opportunities at ABC7 and In this issue we reflect on television's dominance in persuasion, highlight ABC7 News at 11's success during May sweeps, preview new reality programming that connects contestants and fans via social media integration and debut a new network altogether! 


Tim Morris


Happy Endings


When it comes to persuasion, respondents of the Knowledge Networks study who were adults 18+ felt that television was the most convincing media source. Over 75% said television was more persuasive than all other media combined (Internet, newspapers, magazines, radio & mobile). 





Source: TVB Media Comparisons Study 2010. Knowledge Networks Inc. Custom Survey. Adults 18+ 

Leon & Alison


ABC7 News at 11 Tops May Sweeps

ABC7 News at 11:00 p.m. with Leon Harris and Alison Starling led May sweeps and was the #1 program among adults 25-54 for the second month in a row. The program also saw a 20% ratings and 31% share increase in adults 25-54 from the 2011 May sweeps ... going further to show that in 2012, ABC7 has become the top broadcast destination for late news viewers in the D.C. DMA.


Source: NSI May 2012 Sweeps Live + Same Day Adult 25-54 Overnights, M-F 11-11:30P

Growing Strong in Morning and Prime

ABC7's Good Morning America had an impressive 23% share growth among adults 25-54 and a 45% surge in share growth among women 25-54 in the 7A-9A time slot from year to year ... a fact made even more prominent when compared to the other major broadcast networks in the DMA who experienced share percentage declines in the same demographics (and by double digits in all but one case).


Continuing on from the morning and moving into primetime, ABC7 also achieved a solid 9% growth in share among women 25-54, more than doubling the growth of the next closest broadcast network in the market. When looking at adults 25-54 as a whole, ABC7 also retained a steady share growth of 2% year to year, while the other three major networks again saw declines in growth.


Prime: NSI Washington DC DMA Live + 7 May11/May 12 Sweeps A25-54 & F 25-54  prime time period share growth.


GMA: NSI Washington DC DMA Live + 7 May 11/May 12 Sweeps A25-54 & F 25-54 M-F 7-9AM time period share growth.



Live Well Network


Beginning this July, ABC7's new Live Well Network will replace RTV on the digital tier (7.3). The Live Well Network is our new destination for lifestyle television, offering a wide range of entertainment-based programs, including home decorating, fashion and beauty, food, health, outdoor adventures, travel and finance. Geared towards a female audience, the Live Well Network aims to inspire and entertain by featuring big personalities, great stories and strong take away content. The new network will also air on Comcast (205), Cox (806) and Verizon FiOS (867).


For a full list of content, please visit


Glass House


Premiering on Monday, June 18th from 10-11 p.m, "The Glass House," is a new show on ABC7, summarized as an exciting and interactive real life and real-time reality competition where viewers are in charge of the game. In "The Glass House," 14 contestants will live and compete for a quarter million dollars in a totally wired, state-of-the-art house, playing not just against each other, but also playing to win over the viewing audience each week. Both online and through their social networks, viewers will be encouraged to support and follow the contestants they like, their votes helping to determine which contestants are sent home and also which eliminated players will earn the chance to return to "The Glass House" to compete each week.


But viewer feedback doesn't end there! Several times a week, viewers can watch a live online feed of the players and vote to decide everything from what players wear and eat to the games they play, even where they sleep. Viewers will also have the chance to give their favorite contestants feedback on their game from outside the house. How the contestants use that information is up to them, because in the end it's about who plays the best social game. The most important alliance players can have is with their fans!




For the second year in a row, ABC7 WJLA-TV will be airing three

Baltimore Ravens pre-season games, with coverage extending to With sponsorship for the Baltimore Ravens pre-season on ABC7 and regular season coverage on, your brand will reach an enthusiastic male demographic looking to compliment their television viewing during pre-season with Ravens coverage online that extends through the regular season.



  • Thursday, August 9 vs. Atlanta Falcons
  • Thursday, August 23 vs. Jacksonville Jaguars
  • Thursday, August 30 vs. St. Louis Rams

3Q 2012 RATING ESTIMATES (TH-FR/7:30P - 10:30P)

  • P25-54: 3.2
  • M25-54: 4.0

Estimate for Ravens pre-season games reflects the actual program shares for NFL pre-season football on WJLA 8/11/2011


Business News


ABC7 has a high-profile opportunity available to support the daily segment of "The Bloomberg Report" that airs each weekday morning on Good Morning Washington. Bloomberg, the global business and financial news leader, each weekday morning provides viewers the daily financial information they need to start their day. The Bloomberg Report, airs during Good Morning Washington at 5:51am with a LIVE, custom report for the DC Metro viewers.

About Us
We appreciate you feedback, please contact us with questions or suggestions!

Timothy J. Morris
ABC7 Fast Tracker Editor
Senior Marketing Manager

Kathleen Fox
Research Director