Audience loyalty is important. Even where rival news programmes are broadcast at the same time and there is little to choose between their coverage, sections of the audience will have their favourite and will probably stick with it. They might like the style, pace and rhythm of the programme, or the way the sport, traffic and weather are put over. Or it could be the special features that match their own interests, such as fishing or business news. It might be that one programme offers more audience participation – phone-ins, or discussions. Or the audience may simply feel more comfortable with the presenters. Meanwhile, the rival station could pick up viewers for precisely the opposite reason – the audience preferring their more formal, authoritative style.