Success Story: Football promotion scores in Kentucky

Dec 8, 2003  •  Post A Comment

It’s no wonder local TV stations in Bowling Green, Ky., are focused on students when it comes to ad sales opportunities. There are about 17,000 students from kindergarten through high school age in the city, which has a population of 48,300, according to the official municipal Web site. And another 14,500 are college students.
Northwest Broadcasting’s NBC affiliate WNKY-TV held a “Welcome Back Western Kentucky University Students” promotion this year that gave away 10 season tickets to football games.
“It proved so successful, we are going to do it again next year,” President and General Manager Ed Groves said. Auto dealers and retailers signed on for the promotion, and the station had an opportunity to pick up a Western Kentucky football game as a result.
`School Days Landslide’
Gray Television-owned ABC affiliate WBKO-TV always sees much success with its “School Days Landslide.”
“We collect back-to-school items this time of year for kids and schools to give out to the less fortunate,” Sales Manager Brad Odil said.
The station had a local bank and a restaurant as the major sponsors this year. Sponsor locations were the drop-off points from August through December.
“We collect and show the donations on our news as the pile grows, hence the name `Landslide,”’ Mr. Odil said.
The station also sold nine accounts on a recurring graphics promotion whereby it produces animated logos and jingles for clients in exchange for a long-term ad commitment.
Bowling Green is expected to end the year with $8.4 million in TV ad revenue, up from $8.1 million in 2002, with a jump to $9 million expected in 2004, according to the BIA Financial Network.