Success Story: Weight Loss Finds Winners

May 30, 2005  •  Post A Comment

With the winter clothes shed, some TV stations are helping pair viewers and advertisers with promotions that will help viewers shed some pounds and sponsors increase exposure.

NBC affiliate WFIE-TV in Evansville, Ind., chose three female finalists to compete for the title of “The Tri-State’s Biggest Loser.” The women were on a fitness routine designed in part by sponsor Bob’s Gym, one of four advertisers that supported the contest.

The Liberty Corp.-owned station tracked the weight-loss and fitness progress of Jamie, Mindy and Lori through segments on its morning program “Newswatch Sunrise.” It also tied in an extensive online segment.

At 14wfie.com, viewers can compare the women’s progress based on monthly calf, waist and bust measurements, read their daily diary entries and find articles about staying fit. There is also a forum for people to submit their health questions.

Since the 13-week promotion began in March each woman lost about 30 pounds. On May 21 the winner, Jamie, was presented on-air with a gym membership, a massage certificate, a $50 gift certificate and a new hairdo.

“It is always great to tie something into what the network is doing,” said general sales manager Linda Haddix, referring to the NBC show “The Biggest Loser.” “It is a great way to extend the brand.”

KATV, the ABC affiliate in Little Rock, Ark., also promoted health and fitness, with its KATV 7’s 12-Week Workout. Every week, the Allbritton Communications-owned station’s news team reported on the progress of participants during its 5 o’clock news.

The “Dr. Fatbuster” segment, sponsored by Powerhouse Gym, had two teams of five people-one made up of men, the other of women-trying to lose weight. When the program ended May 9, the women had lost a total of 73.4 pounds and the men 92.8 pounds.