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Local Market Spotlight: Shreveport, La.

Jan 14, 2002  •  Post A Comment

In the current ad economy, Shreveport, La., advertisers are going back to buying 15-second spots. According to Robert Pou of Gremillion and Pou and Associates, a Shreveport-based ad agency, local advertisers began turning to the half-sized commercials about a year ago, and they say they work for them just as well as 30-second spots.
“It’s really tried and true,” Mr. Pou said. “With the economy, a lot of our customers were thinking about pulling out altogether, and we felt it was time to actually spend more. Instead, we were able to convince them to buy 15-second spots, and we’re seeing pretty good results. It’s an affordable way to get into some of the highly rated programs in prime time.”
According to BIA Financial Network, Shreveport TV revenues were about $50.7 million in 2001 and are predicted to rise to $53.2 million in 2002.
Top ad categories in the market are auto, retail, casinos and telecommunications. Mr. Pou said the casinos employ 10,000 people in the area, and they attract people from Texas, Oklahoma and Arkansas.
“We’re surprisingly doing very well. I don’t know if it’s because the casinos are keeping so many people working,” Mr. Pou said. “Since the terrorist attack, people are flying less and doing more traveling by car. We’re a closer casino destination for people in Dallas than for them to go to Vegas, so our tourism business has continued to be strong.”
At NBC affiliate KTAL-TV, General Sales Manager Scott Thomas said the station found a “very successful” non-traditional revenue source by giving troops overseas an opportunity to say “happy holidays” to their families. Local businesses sponsor those spots. He said Barksdale Air Force Base is located in the market and many of the Air Force and Marine reservists there were activated.
At ABC affiliate KTBS-TV, George Sirven, the station manager, said the fact that KTBS is the sales agent for Pax station KPXJ-TV and for the local Time Warner cable system has helped the station sell to advertisers.
“We’ve brought the sales teams from the cable side and broadcast side and jointly pitch key advertisers on annual packages,” Mr. Sirven said. “We offer one-stop shopping, so the advertiser or agency can plan for the entire year utilizing different mediums and not be bombarded with different account executives.”