Boston Globe Today
2024 Finalist

Boston Globe Today

Boston Globe

United States

Category Video

Overview of this campaign

On April 18, 2023, Boston Globe Media expanded its reach with the debut of Boston Globe Today, a half-hour news and sports program available always online and 5pm M-F via broadcast TV (NESN). The prolific daily video content is also delivered in digestible segments available on on-demand. Meant to complement the Globe’s internationally renowned, award-winning journalism, Boston Globe Today brings viewers closer to the people, stories and in-depth analysis of the important news, politics, business, sports and entertainment topics of the day. The compelling visual storytelling format, broadcast from the heart of New England’s largest newsroom, focuses on news Monday through Thursday, with host Segun Odoulowu and Boston Globe Media journalists going beyond “the 5 Ws,” detailing how the vital news of the day will impact the region’s inhabitants and going inside the reporter's notebook for a behind-the-scenes look at newsgathering. On Friday, Boston Globe sports columnist Christopher Gasper anchors the coverage, merging the expertise, acumen and opinions of his colleagues on one of the nation’s most celebrated sports media staffs. Whether they’re at home, on the road or anywhere in between, consumers always have a way to access Boston Globe Today, which is available on multiple media platforms, including the Globe’s app, the NESN360 app, streaming on Globe.com/BGToday and on linear television via New England Sports Network (NESN, available in more than 4 million regional households). The program also has a weekday e-newsletter and interacts with readers, viewers, and followers on Twitter/X, Instagram and TikTok. This Boston Globe Media video initiative provides organizational synergy with coverage of all company-wide initiatives; including its award-winning journalism, philanthropy and community outreach.


Results for this campaign

In less than a year, Boston Globe Today has established itself as a valuable and popular vehicle for bringing Boston Globe readers closer to the people, stories and in-depth analysis of New England’s most important topics of the day in a brand new way. The program’s availability via multiple media platforms has been a rousing success, with audiences steadily increasing on the Globe’s app, the NESN360 app, social media, linear television, and streaming on Globe.com, YouTube and Boston.com.

Debuting on April 18, 2023, Boston Globe Today generated an impressive 1,621,784 page views from mid-April through December 2023, with 563,527 individual segment views. This included tremendous growth in the year’s final quarter, resulting in 431,695 segment views. Engagement time with the program’s content blew away industry standards. Nearly 34% of viewers reached 75% completion of selected Boston Globe Today segments, which typically range from 3-5 minutes. By comparison, the industry standard via Nielsen indicates viewers spend an average of 90 seconds per day engaging with online news videos. Boston Globe Today social media engagement also exceeded average engagement rates, achieving 4.17% on TikTok, 2.22% on Instagram, and 2.07% on Twitter. The average engagement rates for these channels is 0.96% for TikTok, 1.49% for Instagram, and 1.28% for Twitter, according to Hootsuite, one of the world’s most-used social media management platforms.

A 2023 survey found that viewers valued BGT's added insights into local news and leaders, and liked seeing the journalists in a new light, with 64% indicating that they were very satisfied or satisfied with their viewing of Boston Globe Today. Respondents described the content as “compelling” and “entertaining.” Boston Globe Today also provides one of the only avenues for non-subscribers to access the comprehensive, award-winning journalism from Boston Globe Media – including The Boston Globe, and STAT – via daily selected segments in front of the paywall at Boston.com and YouTube.

 


Contact

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