TEGNA Inc. (TGNA): Marketing Mix [Jan-2025 Updated]

In the dynamic landscape of media and broadcasting, TEGNA Inc. (TGNA) stands out as a powerhouse of local television and digital content, strategically positioning itself across 51 US markets with a robust multiplatform approach. By blending traditional broadcast television with cutting-edge digital media strategies, TEGNA has crafted a unique marketing mix that leverages local brand recognition, diverse network affiliations, and innovative content delivery to capture audience attention and drive advertising revenue in an increasingly competitive media ecosystem.

TEGNA Inc. (TGNA) - Marketing Mix: Product

Local Broadcast Television Stations

TEGNA operates 64 television stations across 51 markets in the United States as of 2024. The network covers approximately 39% of all television households in the country.

Digital Media Platforms

TEGNA's digital platforms generate approximately $600 million in annual digital revenue. The company's digital platforms include:

• TEGNA Digital News Applications
• Streaming content platforms
• Mobile news platforms
• Connected TV services

Programming Content

TEGNA produces over 4,500 hours of local news content weekly across its television stations. The programming includes:

• Local news broadcasts
• Sports programming
• Entertainment segments
• Community-focused content

Digital Streaming Capabilities

TEGNA's digital streaming platforms reach approximately 20 million unique digital users monthly, with an average viewing time of 12 minutes per session.

TEGNA Inc. (TGNA) - Marketing Mix: Place

Television Station Network

TEGNA operates 64 television stations across 51 US media markets.

Geographic Distribution

TEGNA's strategic geographic coverage includes key US regions:

• Northeast
• Southeast
• Midwest
• Southwest
• West Coast

Distribution Channels

TEGNA utilizes multiplatform distribution across:

• Broadcast television
• Digital platforms
• Mobile platforms
• Online streaming

Digital Presence

TEGNA Inc. (TGNA) - Marketing Mix: Promotion

Strong Local News Brand Positioning

TEGNA operates 64 television stations across 51 markets in the United States. In 2023, the company's local news stations reached approximately 39% of US television households.

Social Media Engagement Across Multiple Platforms

TEGNA's digital platforms generate significant online engagement.

• Digital platform views: 1.2 billion monthly video views
• Social media followers across stations: Over 15 million
• Digital revenue in 2023: $465.2 million

Community-Focused Marketing Strategies

TEGNA emphasizes local community connections through targeted marketing initiatives.

Digital Advertising and Targeted Content Marketing

TEGNA's digital advertising strategy focuses on precise audience targeting.

• Digital advertising revenue: $465.2 million in 2023
• Programmatic advertising growth: 22% year-over-year
• Targeted content marketing platforms: 64 local websites

Leveraging Local Market Brand Recognition

TEGNA maintains strong brand presence in local markets.

TEGNA Inc. (TGNA) - Marketing Mix: Price

Advertising Revenue Model for Broadcast and Digital Platforms

TEGNA Inc. reported total revenue of $3.46 billion in 2022, with advertising revenue comprising a significant portion of their income stream. Local advertising revenue for broadcasting stations reached $1.84 billion in the same fiscal year.

Competitive Pricing for Local Market Advertising

TEGNA's advertising pricing varies across 64 television markets, with average local spot advertising rates ranging from $100 to $5,000 per 30-second commercial, depending on market size and viewership.

• Small market average rate: $250-$750 per spot
• Medium market average rate: $750-$2,500 per spot
• Large market average rate: $2,500-$5,000 per spot

Subscription-Based Digital Content Offerings

TEGNA's digital platforms generate approximately $612 million in digital advertising revenue, with pricing strategies that include programmatic and direct digital advertising models.

Diverse Revenue Streams from Local and National Advertising

TEGNA generates revenue through multiple channels, with national advertising contributing approximately $620 million in 2022.

• Local broadcast advertising: $1.84 billion
• National advertising: $620 million
• Digital advertising: $612 million

Competitive Pricing Strategy in Media Advertising Market

TEGNA maintains competitive pricing by offering targeted advertising solutions across multiple platforms, with an average revenue per station of $54 million in 2022.