Excellence At Broadcast TV Saluted At TVB Confab


NEW YORK — Creativity in producing a collaborative multiplatform advertising campaign — one that generated results and value for their client in the last year — is something award-worthy.

That’s the premise behind the TVB Excellence Awards handed out Thursday at Forward 2018 — the annual conference staged by the Television Advertising Bureau (TVB) for local broadcast television.

The event also saw recipients take home TVB NEXT Awards, which honor “tomorrow’s leaders in media buying, planning and sales.”

Cordillera CommunicationsWLEX-18 in Lexington, Ky., and The E.W. Scripps Co.‘s WCPO-9 in Cincinnati, along with political media agency GMBB, were the winners of TVB’s annual Excellence Awards.

This year’s award recipients, TVB says, “leveraged local broadcasters’ combined on-air and digital capabilities to create multiplatform marketing campaigns that delivered an excellent return on investment for advertisers and political candidates.”

2018 TVB Excellence and NEXT Award winners are:


Home Improvement Category – 2018 Excellence Award Winner


WLEX-TV (Cordillera Communications)


Bryant Heating and Cooling

Market Lexington, KY

Healthcare Category – 2018 Excellence Award Winner


WCPO-TV (E.W. Scripps Company)

Advertiser Horizon Weight Loss
Market Cincinnati, OH

Political Category – 2018 Excellence Award Winner




Steve Sisolak for Governor of Nevada

Campaign Nevada Democratic Gubernatorial Primary Election


Media Buying – 2018 NEXT Award Winner

Honoree Tamer Mahmoud


Media Planning – 2018 NEXT Award Winner


Paige Powell


Havas Media

Media Sales – 2018 NEXT Award Winner


Nathan Fishell


WLWT-TV (Hearst Television)


WLEX-TV collaborated with Bryant Heating and Cooling to develop a multiplatform campaign to elevate demand for its broad range of products and services, particularly during the off-season. To help Bryant increase brand awareness and reach target customers, WLEX-TV paired a robust weekly schedule of local television spots with a unique digital campaign that featured digital video and banner ads on the station’s website and mobile weather app. The spots highlighted the company’s commitment to meeting local homeowners’ indoor comfort needs through its high quality service offerings delivered by Bryant’s experienced team of professional technicians. Since partnering with WLEX-TV, Bryant’s profitability has increased 239% year-over-year reflecting the tremendous success of the multiplatform campaign in delivering positive results.

WCPO-9 teamed up with Horizon Weight Loss to help increase new patient visits after sales dramatically declined while working with a digital-only media agency. Following an extensive review of Horizon’s online presence, messaging, product offerings and competitive environment, WCPO-TV created a customized sales strategy with an emphasis on providing personalized, one-on-one new patient consultations.

The unique multiplatform advertising campaign aired during WCPO-TV’s early morning news and daytime programming and featured patients’ personal experiences working with Horizon’s staff as well as the results achieved through their tailored programs. Television spots were complemented by digital and social media, including patient testimonials. The campaign delivered revenue-generating results for Horizon, with sales doubling within a few months and continuing to grow throughout the traditionally slower summer period.

TVB NEXT Award honorees this year include Nathan Fishell of Hearst Television owned NBC affiliate WLWT-TV in Cincinnati.

Commenting on the future of localism, he said, “Integrating local advertisers into stations’ apps, graphics, social media and promos provides consumers with exposure to trustworthy local businesses, creating more meaningful relationships and driving sales. When clients win, we win!”

The 2018 TVB NEXT honorees can be viewed on the TVB website here.