Minnesotans love their sports, and hockey takes the cake, icing included. That’s one reason Comcast created its own half-hour local magazine show, “Call of the Wild,” which focuses on local NHL team the Wild’s game highlights and interviews with players.
Another reason is the ad revenue it generates.
The show airs on cable as part of an agreement ESPN has with local cable providers, granting them the 10:30 a.m. Saturday slot on ESPN2 for locally generated sports-oriented programming. It is taped live at one of 11 sponsoring businesses, including an auto dealer’s lot and a local bar and grill. The program provides a value-added opportunity for clients who increase their media buys with Comcast, which has 360,000 subs in the northern and eastern parts of the market.
Mr. Luff said Comcast’s ad promotions don’t only target sports viewers.
“Another unique opportunity we made available is a musical company that helps create jingles for [advertisers] who don’t have the resources to come up with their own,” he said.
For this endeavor, Comcast partnered with Detroit-based Music Image, which created the “Have you driven a Ford lately” jingle.
“We have been able to double revenue from these clients who said they needed help producing top-quality spots that will be remembered,” Mr. Luff said.