Success Stories: Dallas – Special events and synergy big in Texas

Apr 22, 2002  •  Post A Comment

Ad sales campaigns targeted toward the community have gotten the attention of local advertisers in Dallas.
NBC-owned KXAS-TV held its second annual Health Expo in January and attracted 65,000 people to the free three-day event at the Dallas Convention Center. The event offered free blood pressure screenings and mammograms and featured community organizations and pharmaceutical companies such as Allegra. General Motors sponsored some exhibits.
“It’s a great opportunity for us to do something for the community-bring a free event for Dallas and have our advertisers participate,” said KXAS General Manager Tom O’Brien.
The station has found that a segment called “El Puente,” which addresses issues important to the Hispanic community, is advertiser-friendly. The segment has a weekly airing on the 4 p.m. news and an online component on the station’s Web site.
At rival ABC affiliate WFAA-TV, Local Sales Manager Angela Betasso said she too is finding that community-affairs-based programs are attracting advertisers. For example, the Design Industries Fighting AIDS, which is a local nonprofit organization, created an awareness campaign funded by a local charitable foundation that ran on WFAA and the station’s Web site and in the Dallas Morning News. Belo owns the station and the newspaper.
“It was really interesting that the nonprofits are realizing that to break out of the clutter of other nonprofit organizations, they are buying things that we bring to them,” Ms. Betasso said.
Sheryl Brody, partner/senior broadcast negotiator for MindShare’s Dallas office, said her clients are open to more creative ideas. Some advertisers’ packages have included video-streaming on a station’s Web site. “It is added value,” she said.
She said advertisers are “definitely trying to get a bang for their buck, and most markets now are tight as a drum between political and with the Olympics, and we just came out of March Madness.” Ms. Brody said inventory in the second quarter is already tight.
According to BIA Financial Network, Dallas TV revenues in 2001 were $579.8 million and are expected to be about $626.2 million in 2002. Top ad categories in the market are auto, furniture and entertainment.