The Manchester TV station takes center stage as presidential candidates and ad dollars roll in.
may have faded from memory. But he will always have a special place at Manchester, N.H.-based WMUR, the only commercial TV station in the state that holds the first presidential primary.
The primary campaign also means national exposure for the station’s journalists. On Friday, Sexton, 39, and WMUR anchor Monica Hernandez, 34, joined ABC News anchors George Stephanopoulos and David Muir and correspondent Linsey Davis in questioning the candidates at the network’s Democratic primary debate. It was watched by 7.86 million viewers, according to Nielsen.
“They are insulated from some of the other trends in the TV business,” said Bill Hague, executive vice president for Magid, a media consulting firm that has worked with Hearst. “They’ve maximized the value of being a dominant TV station in the market. Coupled with increased political spending, they are on fire.”
The total revenue from the 2020 primary will be less, as President Trump does not have a formidable opponent from his party and only Democrats are buying ad time. Most candidates are not using money from political action committees, which spent heavily previously. McGavick deals mostly with media-buying agencies based in Washington, D.C., but the campaigns also try to establish their own relationships with the station. Bags of Hawaiian macadamia nuts given out by Democratic candidate Rep. Tulsi Gabbard’s staffers during a recent visit were still circulating on the sales department’s floor.
Hearst acquired strong syndicated daytime shows for WMUR such as “Ellen,” which helps drive viewers into its afternoon and evening newscasts. The station beefed up its news coverage to serve highly politically engaged viewers who expect to see the candidates several times before they go to the polls.Democratic presidential candidate Pete Buttigieg meets with New Hampshire voters on WMUR’s “Candidate Cafe.
Presidential campaigns recognize the connection WMUR’s journalists have with the viewers and gravitate to them in order to reach New Hampshire voters, who savor their role in the candidate selection process. Hernandez said she came to WMUR from a much larger station — WFAA in Dallas — because the primary offered an opportunity to cover national politics close up.
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