|[September 27, 2018]
Winners of the 2018 Excellence in Local Media Marketing and TVB NEXT Awards Announced at TVB Forward Conference
the not-for-profit trade association of America's local broadcast
television industry, today announced the winners of this year's TVB
Excellence Awards and TVB
NEXT Awards at Forward
2018 - Local Broadcast Television's Annual Conference in New
York City. The prestigious TVB Excellence Award recognizes recipients
for their creativity in producing a collaborative multiplatform
advertising campaign that generated results and value for their client
over the past year. The TVB NEXT Awards honor tomorrow's leaders in
media buying, planning and sales.
Lanzano, President and CEO of TVB
stated, "Local broadcast television continues to be the clear and
dominant media channel for advertisers, brand managers and political
campaigns to reach and influence consumers and voters, even as viewers
have access to more options to consume content. Our industry offers a
highly compelling value proposition for viewers to access local and
national entertainment and news content and is the most trusted of all
media channels. These factors enable local broadcasters to deliver by
far the best outcomes for businesses and political campaigns on their
"It is my honor to acknowledge Cordillera Communications' WLEX-TV, E.W.
Scripps' WCPO-TV and political media agency GMBB as the winners of TVB's
annual Excellence Awards. This year's award recipients leveraged local
broadcasters' combined on-air and digital capabilities to create
multiplatform marketing campaigns that delivered an excellent return on
investment for advertisers and political candidates.
"In addition, TVB and our NEXT program sponsor WideOrbit
are proud to announce Nathan Fishell, Tamer Mahmoud and Paige Powell as
the winners of the second annual TVB NEXT Awards. All of the 2018
winners demonstrate forward thinking excellence that ensures their
employers and clients benefit from local broadcast television's
leadership in delivering quality information, entertainment and
marketing value. The winners and all of the TVB NEXT program attendees
represent the future of our industry in media buying, planning and
sales. With them leading the way, it is clear that local broadcast
television has a very bright future."
2018 TVB Excellence and NEXT Award winners are:
TVB Excellence Awards (Stations, Advertisers and Media Agency):
Excellence Award winners are chosen based on the creativity of their
on-air and digital advertising, as well as the overall effectiveness of
the campaign in addressing objectives, meeting challenges and delivering
Home improvement category winner, Cordillera
Communication's NBC affiliate WLEX-TV,
serving Lexington, KY (DMA #63) collaborated with Bryant
Heating and Cooling ("Bryant") to develop a multiplatform campaign
to elevate demand for its broad range of products and services,
particularly during the off-season. To help Bryant increase brand
awareness and reach target customers, WLEX-TV paired a robust weekly
schedule of local television spots with a unique digital campaign that
featured digital video and banner ads on the station's website and
mobile weather app. The spots highlighted the company's commitment to
meeting local homeowners' indoor comfort needs through its high quality
service offerings delivered by Bryant's experienced team of professional
technicians. Since partnering with WLEX-TV,
Bryant's profitability has increased 239% year-over-year reflecting the
tremendous success of the multiplatform campaign in delivering positive
Healthcare category winner, E.W.
Scripps Company's ABC affiliate WCPO-TV,
serving Cincinnati, OH (DMA #35) teamed up with Horizon Weight Loss
("Horizon") to help increase new patient visits after sales dramatically
declined while working with a digital-only media agency. Following an
extensive review of Horizon's online presence, messaging, product
offerings and competitive environment, WCPO-TV created
a customized sales strategy with an emphasis on providing personalized,
one-on-one new patient consultations. The unique multiplatform
advertising campaign aired during WCPO-TV's
early morning news and daytime programming and featured patients'
personal experiences working with Horizon's staff as well as the results
achieved through their tailored programs. Television spots were
complemented by digital and social media, including patient
testimonials. The campaign delivered revenue-generating results for
Horizon, with sales doubling within a few months and continuing to grow
throughout the traditionally slower summer period.
For the political category, political media agency GMMB
won the Excellence award for its Nevada Democratic Gubernatorial Primary
Election campaign on behalf of candidate Steve
Sisolak. The goal of the campaign was to define the candidate's
agenda, amplify deciding issues in Nevada, increase turnout among
registered Democrats and get-out-the-vote on primary election day.
Facing a highly competitive race, prior to the campaign launch Steve
Sisolak was polling one percentage point behind his opponent. As a
developed a multiplatform schedule focused on reaching likely primary
voters primarily through broadcast television, in addition to select
strategic digital buys. After spending roughly 76% of the total media
budget on local broadcast TV stations, Steve
Sisolak won the Democratic primary election, beating his opponent by
ten percentage points. He will go on to compete against Republican
candidate Adam Laxalt in November's general election in what is expected
to one of most competitive gubernatorial races this election season.
The TVB Excellence finalists can be viewed on the TVB website here.
TVB NEXT Awards (Media Buying, Planning and Sales):
NEXT Award honorees are recommended by senior executives and chosen
based on their responses to questions focused on the future of localism,
their respective roles in an automated TV environment, opportunities and
challenges facing the evolving TV ecosystem and leadership. The 2018 TVB
NEXTers were invited to attend Forward 2018 alongside C-Suite executives
and participate in a day of collaborative presentations and discussion
regarding the latest trends and technologies powering the future growth
of local broadcast television, as well as the challenges and
opportunities facing ad buyers, planners and sellers.
"NEXT gives up-and-coming media leaders access to industry thought
leaders, insights into innovation, a leg up on career advancement, and a
voice in the bigger discussion," said Bruce Roberts, President of WideOrbit,
the 2018 sponsor of the TVB NEXT program. "It would be an incredible
oversight to fail to open a conversation with the next generation on the
impact of technology on content consumption -- and in particular on how
they think about TV. That's why we've sponsored NEXT every year since it
started, because we believe in its importance to broadcasting's future.
If the industry is to grow and change and thrive, we must also listen."
Media buying category NEXT Award honoree, Tamer Mahmoud of Initiative
said when commenting on the future of local marketing, "In the next 5
years, localism will grow in importance. Brands will rely more on
consumer data as the foundations of their campaigns. The uniqueness of
each individual consumer and market is a benefit for local TV."
Media planning category NEXT Award honoree, Paige Powell of Havas
Media said when commenting on the future of the industry, "The video
ecosystem is evolving because consumers demand it. Automation should be
celebrated as a way for us to become smarter and more efficient in our
media strategy and execution, ensuring the highest quality of inventory
at scale for our campaigns."
Media sales category NEXT Award honoree, Nathan Fishell of Hearst
Television owned NBC affiliate WLWT-TV
in Cincinnati, OH said when commenting on the future of localism,
"Integrating local advertisers into stations' apps, graphics, social
media and promos provides consumers with exposure to trustworthy local
businesses, creating more meaningful relationships and driving sales.
When clients win, we win!"
The 2018 TVB NEXT honorees can be viewed on the TVB website here.
Additional Awards Presented at TVB
Forward 2018 Conference:
B&C/MULTICHANNEL NEWS BROADCASTER OF THE YEAR AWARD
2018 Broadcaster of the Year Award Winner
Jack Abernethy, CEO
AD COUNCIL CATALYST AWARD
2018 Catalyst Award Winner
Ronald Estrada, Senior Vice President of Corporate Social
Responsibility and Community Empowerment
TVB is the not-for-profit trade association representing America's $21
billion local broadcast television industry. Its members include over
800 individual television stations, television broadcast groups,
advertising sales reps, syndicators, international broadcasters and
associate members. TVB actively promotes local media marketing solutions
to the advertising community and works to develop advertising dollars
for the medium's multiple platforms, including on-air, online and
mobile. TVB provides a diverse variety of tools and resources, including
its website, to support its members and to help advertisers make the
best use of local ad dollars.
WideOrbit (wideorbit.com) is the program sponsor of the TVB NEXT Awards.
It is the technology platform for media companies to connect audiences
and ads, everywhere. WideOrbit's mission is to simplify media buying and
selling by focusing on innovation, customer delight, and value creation.
Customers include NBCUniversal, Tribune, Entercom, Raycom (News - Alert), and TEGNA.
View source version on businesswire.com: https://www.businesswire.com/news/home/20180927005046/en/
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