• June 1, 2012

A dwindling local television and radio audience forced sponsors and promoters for the Temecula Valley Balloon & Wine Festival June 1-3 to move more ad dollars this year away from traditional broadcasting and into a multichannel social media strategy. Part of the TV and radio budget went to Verizon FIOS cable packages and local radio shows, but a much larger percentage went to online media. The event takes place June 1, 2 and 3.

"I can remember when then the top radio stations commanded 10% of the market, but now you're lucky with between 4% and 6%," said Melody Brunsting, president at Melody's Ad Works. "Those numbers continue to dwindle, as satellite radio becomes more of a staple." The promotion relied on Twitter tweets and Facebook teasers that gave hints on locations for clues leading to physical locations of event sponsors like BMW Mini Cooper, CVS and Hampton.