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Web site partnership boosts ad spending

Jun 3, 2002  •  Post A Comment

WB affiliate KPLR-TV has seen an increase in spending by local car dealerships, which the station attributes to its partnership with Web site Carsoup.com.
Participating car dealers buy on-air time and put their used-car inventory listings on the Web site. About 40 car dealers in the market have signed up for the program. users hunt for new cars through specific dealers in the market. About 4,400 used cars are currently listed on the site.
“It’s pretty much the classified ad section in the newspaper on the Internet,” said KPLR General Manager Bill Lanesey.
At Belo-owned CBS affiliate KMOV-TV the “Health Care Update,” a prime-time one-hour health segment that airs annually during the fall, has succeeded in attracting advertisers. Each segment of the show is hosted by a medical professional who discusses new techniques and treatments. “The reason it’s so successful is it has a humanistic tone. We don’t talk about a new machine-we talk about how it helps people’s lives,” KMOV Director of Sales Bob Totsch said. “We’ve been able to develop some revenue streams with some sales promotions that have targeted the hospital and medical category that have been very successful not only for the station but really for the clients.”
He said the station continues to develop integrated ad campaigns involving the marketing and sales departments so they can give the hospitals more recognition than they would receive through a regular spot buy.
Ben Turec, owner of Turec Advertising Associates, said one of his clients who normally does not buy television participated in a contest-oriented sales campaign at Gannett-owned NBC affiliate KSDK-TV, which gave away a dream kitchen to the winner. Mr. Turec said KSDK would ask sponsors to donate a cooktop, for example, to get them actively involved in the promotion. “It turns out to be a win-win for the client,” Mr. Turec said. “Here, you can literally give something back to the viewers.” Mr. Turec said his client bought TV airtime after that.
According to BIA Financial Network, St. Louis TV revenues were $208.8 million in 2001 and are expected to be about $221.1 million in 2002. Top ad categories are auto, restaurants and telecommunications.