Local Market Spotlight: Milwaukee

Jan 7, 2002  •  Post A Comment

Weather sponsorships are a popular venue for advertisers in Milwaukee, said Cathy Looze, media director at local ad agency Meyer Wallis. She said NBC affiliate WTMJ-TV shows pictures of viewers’ children during the Sunday-through-Friday 10 p.m. newscasts in a segment called “Weather Kids.”
“We’re doing it because the clients absolutely love it,” Ms. Looze said. The weathercasters show pictures of the children, and like the old Colorforms, animated clothes are superimposed on them, she said. “They have so much demand for it, it’s continuing to next year, “ Ms. Looze said. “Everybody wants to see their kids on television.”
Pick ‘n Save bought a package to sponsor “Weather Kids” for the entire school year. It’s new revenue for the station, Ms. Looze said, adding it is “good value” for the advertiser because it’s in one of the top-rated newscasts in the market.
According to BIA Financial Network, Milwaukee TV revenues were about $153 million for 2001 and are expected to be about $156.1 million in 2002. Top ad categories are auto, telecommunications, furniture and health care.
Peter Monfre, VP of sales at ABC affiliate WISN-TV, said his station is trying a new holiday campaign called “Get Milwaukee Moving.” Mr. Monfre said WISN went to the Greater Milwaukee Committee, which is an organization of top Milwaukee companies, and is now doing spots with those business leaders as well as with the Green Bay Packers. These spots encourage viewers to “get out and live their lives and enjoy Milwaukee, because it’s a great city,” Mr. Monfre said. He said about 30 companies are helping to pay for the spots, which are taped at the station.
Mr. Monfre said the market is down double-digits from a year ago, partly because of soft national sales. He said the local market is picking up. “What I hear from retailers is business has been really good,” Mr. Monfre said. “We know they’ve been selling cars, and the malls are packed.”
Plus, the station has several successful older campaigns that continue to perform. For example, the ad campaign “Food for Families,” which is sponsored by restaurant wholesaler Sysco Foods, is in its 32nd year. Viewers can donate food at grocery store locations for local food pantries. WISN runs 30-second spots to promote where food drives are held.
WISN also has a year-long program called “Children First” sponsored by Children’s Hospital of Wisconsin, that is in its ninth year. It is a public service campaign that promotes the health and wellness of children with 30-second spots on keeping kids healthy and safe.