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Success Stories: Sports, Parenting Make Gem Promos

Jul 21, 2003  •  Post A Comment

With baseball season in its second half, WYOU-TV, Wilkes-Barre-Scranton, Pa., already is looking toward next year.
The CBS affiliate has had good success with its “Dollars Into Diamonds” campaign. The community project recruits volunteers to spruce up local baseball fields. The project took place last year and will happen again in 2004.
“We used airtime promotion and news to help create a far-reaching awareness throughout the DMA,” said General Manager John Dittmeier, who also is executive VP and chief operating officer of Mission Inc. “The underwriter assumed the hard cost of the project.”
The sponsor was Frozen Ropes, a Dixon City baseball training camp. KFC was also on board and sold green baseball diamonds and balloons for a dollar.
WNEP-TV is attempting to draw families closer with its ongoing Parenting 101 vignettes and live one-hour specials. The April 24 show, hosted by news anchor Marisa Burke, took place during a PTA meeting.
“The purpose was to explore community concerns for the future of our children,” said Lou Abitabilo, VP and general sales manager for the New York Times Broadcasting Co.-owned ABC affiliate. Parenting 101 has included such topics as “New Baby-New Parents” and “Time Management.”
“This achieved a 5 household rating, with a 9 share,” Mr. Abitabilo said.
TV stations in the Wilkes-Barre-Scranton area put heavy emphasis on community projects, such as WNEP’s Feed a Friend and Toys for Tots and WYOU’s Community Calendar and Daily Job file.
“It’s one thing for advertisers to market their own projects, but to be listed as a sponsor for a community project … it is a nice synergy between marketing the project and extending their name,” Mr. Dittmeier said.
After seeing TV revenues for the area spike 18 percent from 2001 to 2002, station managers can expect the market to increase another $2 million to $57.5 million, according to BIA Financial Network.