• by David Goetzl , March 1, 2010

The trade group for local broadcasters is looking to member stations to air spots promoting local TV as an ad medium. Its four ads -- touting broadcast TV's reach, cost-effectiveness, etc. -- are expected to begin airing in March.

The Television Bureau of Advertising's campaign is an outgrowth of a "Why Spot Now" advertiser-outreach effort last year. No media time is being purchased; TVB-member station groups are given the option to decide how frequently to air the "house" ads, which allow customization through insertion of station logos and contact numbers.

One of the 30-second spots invokes politicians to validate station airtime power. The message: There is a reason ambitious politicos use TV so substantially; others can learn from them.

"Did you know liberals watch more tennis, conservatives watch more golf?" the voiceover says. "That's why politicians use local broadcast TV to target key voting blocs. Broadcast TV reaches 100% of TV homes in every voting district. When every vote counts, count on your local TV stations."

"The thought was to use our medium to promote our medium," stated Abby Auerbach, executive vice president and chief marketing officer at TVB.

The ads are available in English and Spanish. The on-screen creative resembles a PowerPoint presentation -- with text and images -- but the ads also include voiceovers and background music.

While there is no agreed-upon commitment level, TVB said station groups contacted it about turning shorts made for the "Why Spot Now" initiative into spots. The organization is hoping that interest will translate to considerable airtime for the ads.