Analysis:
This is just blatant advertising. Not only are viewers told that McDonald’s has a new coffee at its restaurants, WZZM 13 makes it a point to go downtown on the day they are giving out free samples. Channel 13 then interviews 2 “coffee drinker” what they think about the new coffee and then shares with viewers the fact that Grand Rapids is a test market for McDonald’s.
There were several scenes inside of a McDonald’s with tight shots of the coffee pots and the coffee cups. The footage may have been part of a Video News Release(VNR), but viewers would not know for sure since the footage wasn’t sourced. This may change as the Federal Communications Commission just released their decision on VNR use. They said "Listeners and viewers are entitled to know who seeks to persuade them with the programming offered over broadcast stations and cable systems." The FCC is now requiring that broadcasters source their material.
One last thing can be said about this story. While it was only a 50 second story that is longer than many stories they run about things of greater importance. For instance, on April 5 they ran a story about the USA Patriot Act that was only 35 seconds long.
Story:
WZZM 13 News reader #1 - There is something new brewing on McDonald's menu.
WZZM 13 News reader #2 - It's called the Premium roast coffee and it's on sale today, but this morning employees handed out free samples in downtown Grand Rapids. McDonald's officials say the new coffee has a stronger, bolder flavor than the original and so far they say some customers seem to appreciate the taste.
White-Female Consumer - Bold, but it's a little mild, so, it's smooth...
White-Male Consumer - It's actually a much better blend I would say. More like a coffee shop blend, but not as strong as many coffee shops. It was a very rich flavor.
WZZM 13 News reader #2 - McDonald's Premium roast coffee is being tested in more than 500 restaurants in Michigan. And executives say studies show that if people like it here, they'll like it everywhere. If Michigan customers give the coffee the OK it will be available in all McDonald's this Fall.
Total Time: 50 seconds
