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Local TV Has What Marketers Want

  • Ad Age, Tuesday, November 16, 2010 12:14 AM
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. Local advertising is getting more attention, particularly as smaller marketers -- and national advertisers seeking to spend more heavily in specific regions and in smaller communities -- grow more sophisticated.

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," and creating ads featuring "Today" weatherman Al Roker to hype Expo markers. The marketers involved had never run TV campaigns before.

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