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Success Story: Auto Show Revs Up WKBW-TV Ad Revenue

Oct 27, 2003  •  Post A Comment

ABC affiliate WKBW-TV in Buffalo, N.Y., enjoyed a 20 percent increase in its ad revenue from the auto industry as a result of its coverage of the local auto show.
“We have formed a close partnership with the auto dealers association,” said Michael Nurse, general sales manager of the Granite Broadcasting-owned station. “We did three days of our newsmagazine morning show at the auto show. We profiled the new cars and talked to heads of dealer groups.”
Although WKBW didn’t sell sponsorship of its coverage to auto dealers-“That would be inappropriate”-it did allow dealer-clients to do public service announcements about their individual charitable efforts to show viewers that the dealers aren’t just selling cars, but are part of the community.
WKBW sealed a few deals during the week-long auto show, including one with new client Northtown Automotive Group. Jim Ball Pontiac-GMC-Buick & Resale also bought several spots.
“The ABC affiliate viewership is strong with new car buyers,” said Lou Berti, marketing manager for Jim Ball. “I do a one-week campaign with them. The spots are strictly new-car spots.”
LIN Television Corp.’s CBS affiliate WIVB-TV puts an emphasis on community work. On Oct. 27 it kicks off its annual “Coats 4 Kids” drive, sponsored by the National Cleaners Association. It also does “America’s Walk for Diabetes,” and an awareness spot for multiple sclerosis, sponsored by the Buffalo Bills, said Carrol Wolter, WIVB’s director of public relations.
Buffalo TV revenues are expected to reach $113.8 million by year-end, up from $109.9 million in 2002, according to BIA Financial Network.