As communications teams weigh the benefits of virtual versus in-studio Satellite Media Tours (SMTs), one question often surfaces: Which format delivers the most audience reach?
While virtual SMTs offer convenience and cost-efficiency, in-studio appearances still hold unique advantages in reach, credibility, and production quality. At Lyons Broadcast PR, we specialize in both formats and guide clients through data-driven decision-making to maximize media impact.
Why this format decision matters now
The choice between virtual and in-studio SMTs has become more strategic in 2025 than ever before. Post-pandemic media workflows, rising remote production standards, and the resurgence of in-person events have changed how outlets and audiences engage with spokespeople.
Communications professionals need to align their broadcast strategy with these evolving trends. Here’s how current data breaks down the benefits, trade-offs, and ideal use cases for each SMT format.
Virtual SMTs: Reach, convenience, and flexibility
Virtual SMTs have become a go-to option for organizations seeking rapid access to multiple media markets without the need for travel. Their flexibility and efficiency make them especially appealing in today’s fast-paced news environment.
Advantages of virtual SMTs
Virtual SMTs surged in popularity during 2020 and remain a viable strategy for wide geographic reach. They allow spokespeople to connect with stations across the country from one central location, often in less than four hours.
Key benefits:
- Geographic flexibility: Appear on multiple stations without travel
- Faster execution: Streamlined logistics, easier to book last-minute
- Lower production cost: No travel or studio rental expenses
- Easier access to niche markets: Many local stations now expect virtual setups
Nielsen’s Total Audience Report (2023) noted that virtual interviews accounted for 62% of all local news guest segments in the prior year, showing their staying power in media booking routines.
In-Studio SMTs: Credibility and visual quality still lead
In-studio SMTs remain the gold standard for broadcast impact. They deliver a level of professionalism and polish that virtual formats cannot always replicate, making them a powerful option for campaigns that prioritize credibility and authority.
Why live interviews hold more weight
While virtual SMTs are convenient, in-studio interviews often outperform them in perception and authority.
Here’s why:
- Visual polish: Better lighting, audio, and professional framing
- Engagement: Direct eye contact with anchors in live environments
- Perceived legitimacy: In-person presence enhances message credibility
According to survey data and industry-wide trends, in-studio segments have up to 40% higher pickup rates on tier-one outlets due to their professional quality and trust factor.
Audience perception and credibility factors
Rather than focusing strictly on raw audience numbers—which vary widely by market and outlet—it’s often more useful to look at how each format influences perception and credibility.
Industry studies, including Nielsen’s The Gauge, consistently show that broadcast television retains strong audience trust and reach. Virtual formats, while growing in adoption, can sometimes be viewed as less authoritative due to technical limitations or reduced on-set presence. In contrast, in-studio interviews benefit from the polish and immediacy of a live broadcast environment, which often translates into higher credibility with both producers and viewers.
Key credibility factors to consider include:
- Technical polish: In-studio interviews benefit from superior lighting, sound, and framing, while virtual setups risk glitches or distractions.
- Perceived authority: Producers and audiences often view spokespeople in professional studios as more authoritative.
- Engagement levels: Being physically present in the studio can foster stronger, more dynamic exchanges with anchors.
- Trust signals: Local stations may be quicker to book in-studio interviews when seeking authoritative voices, while virtual access provides greater flexibility but less gravitas.
- Adaptability: Virtual formats shine in situations requiring speed and reach, but in-studio carries more weight in long-term brand positioning.
Key insight:
Virtual SMTs are best for agility and access across many regional outlets, while in-studio SMTs remain the format most closely associated with authority and professionalism in top-tier markets.
When to go virtual
Virtual SMTs are best suited for campaigns where speed, efficiency, and geographic flexibility matter most.
They allow organizations to quickly respond to breaking news, deliver time-sensitive updates, or reach multiple regions without the delays and costs associated with travel.
This makes them an excellent choice for campaigns focused on agility and broad coverage.
Choose virtual SMTs when:
- Your message is time-sensitive and stations need fast access
- Your spokesperson is remote or difficult to schedule
- Your focus is regional saturation, not just major market hits
- You need to stretch budget across multiple formats
Explore more about virtual SMT formats on Lyons’ service pages.
When in-studio is worth it
In-studio SMTs shine when credibility and production quality are paramount.
By physically placing your spokesperson in a professional broadcast environment, you benefit from stronger visuals, greater media confidence, and the authority that comes from being live on set.
These factors can significantly increase the likelihood of pickup by top-tier outlets and national networks.
Choose in-studio SMTs when:
- You’re targeting national exposure or network affiliates
- Your spokesperson is media-trained and performs well on camera
- Your brand is prioritizing visual storytelling with b-roll or live props
- You need premium production value to support the message
For examples of quality considerations, see Lyons’ guide to what makes a Satellite Media Tour successful.
How Lyons helps clients choose the right SMT strategy
Lyons Broadcast PR doesn’t push one-size-fits-all solutions. Instead, we take a consultative approach designed to ensure every SMT campaign delivers the maximum possible impact. Our process includes:
- Analyzing goals and audience segments: We take the time to understand campaign objectives, target demographics, and priority markets so that messaging is aligned with the audience from the start.
- Reviewing budgets and ideal geographic targets: Lyons balances budget realities with media ambitions, recommending the most efficient paths to achieve both reach and resonance across markets.
- Assessing spokespeople for on-camera fit: From message delivery to media training, we help prepare spokespeople to succeed in both live and virtual settings.
- Modeling reach potential for each SMT format: We use historical campaign performance and audience insights to forecast results, giving Comms teams the data needed to make informed choices.
- Recommending hybrid or phased strategies: In many cases, we suggest combining virtual and in-studio approaches to maximize both breadth and credibility.
Beyond these steps, Lyons provides hands-on support throughout production and placement. Our strategists advise on interview timing, story framing, technical setup, and follow-up, ensuring that campaigns are seamless from planning through execution.
With over 20 years of experience in media strategy, Lyons ensures your SMT is built to perform—not just built to check a box. By combining technical expertise with creative storytelling, we make sure every appearance adds lasting value to your broader communications efforts.
Learn more about SMT planning in Lyons’ blog.
Emerging hybrid formats
More campaigns in 2025 are adopting hybrid SMT models:
- Day 1: Virtual SMT for regional outlets
- Day 2: In-studio hits for national or local top-tier stations
This dual approach optimizes reach while maximizing visual quality for key targets.
Choose based on goals, not convenience
There’s no “best” SMT format—only the one best suited to your message, audience, and campaign KPIs. At Lyons, we provide strategic counsel to help communications teams choose with confidence.
For more information on how SMTs work, see our breakdown on choosing a Satellite Media Tour company.