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Local Market Spotlight: Philadelphia

Dec 31, 2001  •  Post A Comment

Business is “much improved” vs. where it was for most of the year, said Joe Collins, VP of sales at NBC-owned WCAU-TV, Philadelphia.
One successful advertising vehicle for both the station and advertisers has been WCAU’s “NBC10 Family Tech Fest,” held Dec. 1 and 2 at the Philadelphia Convention Center. It was so successful, WCAU plans to make it an annual event. The event drew 25,000 people, and advertisers who were co-sponsors, such as Radio Shack and Gateway, had a chance to show off their goods and services.
“We tried to appeal to the vast amount of activity and current interest in technology and tried to bring it to the consumer in a place where they can come and experience it, learn it, see products and software,” Mr. Collins said. WCAU also provided seminars on various technologies.
According to BIA Financial Network, Philadelphia TV revenues were about $679.8 million in 2001 and are expected to be $713.8 million in 2002. Top ad categories are auto, retail and banking.
Greg Siano, senior VP/executive media director for Tierney & Associates, a Philadelphia ad agency, said that now more than ever stations are trying to understand the marketing strategies of their clients. “For us, being able to communicate to the station what the client’s goals are and what their advertising strategy is only strengthens the partnership and strengthens the buy,” he said.
Mr. Siano described a successful campaign with Commerce Bank and ABC-owned WPVI-TV, Philadelphia, in which the bank’s message airs 365 days a year at a relatively inexpensive price. Commerce Bank sponsors the “Time and Temp Check,” which airs about 40 times a week. The five-second billboard shows the current time and temperature against a blue background while a voice says, “Brought to You by Commerce Bank.”
CBS-owned KYW-TV said one of its unique revenue generators was a new half-hour show called “Best of Philly” that ran in July and will be an annual project. The entire show was sponsored by Philadelphia magazine, which has done a print version of the show every year. “We found new, innovative vehicles to generate business,” said KYW spokeswoman Joanne Calabria. “It’s custom-designed for the advertiser.”
WPVI-TV General Manager David Davis said his station turned opening night of the Philadelphia Orchestra’s new home, the Kimmel Center for the Performing Arts, into an advertising event. The station sold sponsorships to the live two-hour broadcast of opening night on Dec. 14.