Success Story: KDUH Aids Return Of Money To Residents

Feb 16, 2004  •  Post A Comment

State governments have thousands of dollars waiting to be claimed by residents they cannot locate. In Nebraska, KDUH-TV in Scottsbluff took action to help locate some of these people and in the process found a way to generate ad revenue.
The Duhamel Broadcasting Enterprises ABC affiliate promoted “Dash for Cash” last year “as a way to return funds to residents in the area who weren’t aware they had money coming to them,” said Crystal Skelton, the station’s marketing specialist. “A lot of the money was from overpayment of insurance premiums.”
The idea for the project stemmed from a statement made by former Nebraska State Treasurer Lorelee Byrd. A savvy station account executive jumped on the opportunity to create an ad sales promotion to help out.
The treasurer’s office bought airtime, and a tent and computer were erected in front of sponsor First Bank. Hundreds of people lined up to see if their names were in the database. By the end of the eight-hour, one-day event, more than $50,000 had been returned to residents.
“We turned this around in about one week,” Ms. Skelton said. She suggested other stations should do “a large amount of advertising prior to the event.”
CBS affiliate KSTF-TV just finished its second year of a sponsored University of Nebraska football coach’s show. On the surface it may seem an ordinary promotion, but considering KSTF doesn’t air any of the games and the designated market area is “way on the other end of the state,” said General Manager Willy Williams, this was quite a feat for the Chelsea Broadcasting station.
The DMA, which includes Cheyenne, Wyo., finished 2003 with $8.2 million in TV ad revenue, which is expected to increase to $8.8 million by year-end, according to BIA Financial Network.