Success Story: Sponsors Help With Web Sites, Outreach

Oct 13, 2003  •  Post A Comment

Sacramento, Calif.’s ABC affiliate, KXTV-TV, also known as News 10, has been building sponsorships for various segments of its Web site, news10.net, including its weather pop-up ads and streaming video.
“Our weather pop-up is an online/on-air component that promotes the pop-ups and drives viewers back and forth,” said General Manager Russell Postell. “We are finding that to be a great new source of revenue and great visibility for clients.”
John Ascuaga’s Nugget, a northern Nevada hotel and casino, sponsors the Gannett Co.-owned affiliate’s streaming news video and receives airtime.
“We do a lot of online and on-air type of synergies,” Mr. Postell said. “It also allows some of the smaller advertisers to come in with a 10-second spot that introduces an aspect of online. It is a totally win-win [situation].”
Sinclair Broadcast Group’s KOVR-TV, a CBS affiliate, mounts a flu shot drive every fall called “Drive Thru and Beat the Flu.” Now in its fourth year, the endeavor has grown from having no sponsors to boasting several.
In its first year the event was held in the station’s parking lot. People drove up in their cars, stuck their arms out the window and received a flu shot.
“The second year a local car dealership partnered with us, so we took the show on the road,” said health reporter Diana Penna, who originated the idea for the flu shot drive at the station. “These past two years we’ve had three car dealerships sponsor it, and we truly reach lots of different regions in our viewing area.”
With 1,187,400 total households in the Sacramento market, year-end TV ad revenues are expected to be $255.3 million, up from $236.3 million in 2002, according to BIA Financial Network.