Marketers See Growing Value in Local TV

By Andrew Gauthier 


To capture new business for its TV stations, NBC Universal has begun selling something other than just TV ads and, in the process, is opening itself up to new money.

NBC local stations are trumpeting a multivitamin product from Nature’s Way on their Twitter feeds and Facebook pages as well as in promotional email blasts; working Cosi restaurants into “Talk Stoop,” a celebrity meet-and-greet program on a digital-cable channel; and creating ads featuring “Today” weatherman Al Roker to hype Expo markers. The marketers involved had never run TV campaigns before.

Local advertising is getting more attention More…