Success Story: Sports Promos Add Value

Oct 20, 2003  •  Post A Comment

TV advertisers in Boise, Idaho, have a lot of opportunity to participate in sports-related promotions with local stations.
“We do a lot of ad sales promotion with our local sports franchises,” said Jeff Anderson, general manager of KBCI-TV and sister satellite KIDK-TV in Idaho Falls.
KBCI, the Fisher Broadcasting-owned CBS affiliate, holds the athletic contract for Boise State University and offers sponsorships on just about everything related to sporting events. The Clock Box and Scoreboard sponsorships are held by the Idaho Lottery; other sponsors have the Two-Minute Ticker, “Play of the Game,” “Hit of the Game,” “The Half-Time Report” sponsorship, and the list goes on.
“Game sponsorships are numerous,” Mr. Anderson said. “It’s not groundbreaking, but it provides advertisers with those special value-added items that are special to sports advertising. And it creates opportunity for advertisers based on their level of commitment.
Block Communications Fox affiliate KTRV-TV also has several sports packages. “There are opportunities for our major advertisers to win trips to professional sporting events by being part of the Fox Sports programming, whether it’s baseball, football or NASCAR,” said Bruce Wetten, director of sales and marketing.
KTRV this fall also brought together myriad advertisers, in conjunction with viewers, to help raise more than $1 million during the Muscular Dystrophy Association Telethon and the telethon benefiting St. Jude’s Children’s Research Hospital.
According to BIA Financial Network, 68 percent of Boise’s $34.1 million in TV revenues for 2002 came from local advertising. Total TV revenues are expected to increase to $34.8 million by year-end.