The mid-level broadcaster of 33 stations is running some 39 different 10- to-20-second spots under the "101 Reasons TV Advertising Works" effort, which began on Monday.
Perry Sook, chairman, CEO and president of Nexstar Broadcasting, said in a release: "With the challenging economic climate affecting local businesses, it is important for broadcasters to aggressively advocate for the benefits of local television as the advertising platform and medium that consistently delivers the best results."
Many TV broadcasting stations have seen sharp declines in advertising sales since the recession started, with many dropping 30% in total annual advertising revenue.
Nexstar's messages are simple and brief -- almost like public service announcements, many featuring a male spokesman in front of simple black-and-white backgrounds. One cited television's broad, mass appeal over other media: "It's difficult to talk to everyone at the same time," says the spokesman. "TV has mastered the concept. TV advertising works."
Another video segment shows a rolled-up newspaper with a fly next to it: "Put your newspaper to better use. We do." Another message featured some statistical graphs: "There 17 different ways to watch video. 99% is watched television. Even as adults 18-24 choose TV as their number one video screen." Another segment says: "Magazine needs nasty paper cuts: No band-aids needed."
"Studies show that television is the most effective method for businesses to connect with local customers. So we are going to use our medium to promote the benefits of our medium," says Nexstar's Sook.