LAS VEGAS — How’s life for the account executive working at a Big Four affiliate in Hawaii, or perhaps at a NBC affiliate in Bowling Green, Ky.? A host of local sales and marketing pros shared some of the latest insights in a Tuesday NAB Show session that put the focus on community connectivity and trust.
Michael Spiesman, VP of Sales and Marketing at Allen Media Broadcasting, shared some of the latest insights from his company’s stations as part of a panel that , like other sessions involving its broadcast radio brethren, put a spotlight on the towns and cities they serve.
“Local, local, local,” noted Gray Television in Augusta, Ga., VP/GM Mike Oates, who leads WRDW-TV and WAGT-TV.
This was seen in Joplin, Mo., as part of a “12 Weeks of Summer” promotion at KSNF-TV that generated between $10,000 and $25,000 in revenue, says Nexstar Broadcasting SVP/Regional Manager for Broadcasting Julie Pruett. “It was so successful that they’re going to do it again this year,” she said.
Then, there’s the “dynamic storytelling” that the Island Life program offers businesses across O’ahu at Allen Media Group‘s ABC affiliate for Hawai’i, KITV-4.
KITV President/GM Jason Hagiwara shared how the “Best of Hawaii” viewers’ choice awards fueled long-form spots, via Island Life. And, there are two-minute segments that air during the local news. The result? Revenue generated came in between $100,000 and $250,000.
Another Allen Media Group property saw local mental health specialists put in the spotlight for a spot declaring “hope is not cancelled.” Spiesman said it was easy for local businesses to support the effort.
For Marquee Broadcasting GM and GSM Julie Milam, a “Marquee Backstage” showcase of the arts was put together. A documentary-style interview with musical acts were put in the Noon news. “It got so much exposure on social media that we have launched it into a half-hour show airing in six stations on our stations,” she says. Six sponsors are on board, and the revenue generation is between $10,000 and $25,000.
Then, there’s the “Hey Tom How’s The Weather?” personal weather report delivered in Minot and Bismarck, S.D., at Nexstar’s “KX News.” Some $10,000-$25,000 in revenue came thanks to an exclusive sponsor involving a “fair weather friend.”
Meanwhile, real estate listings can be seen on KITV — a unique way for local television to compete with print media and direct mail.
