TV stations often write, produce and edit commercials for their local advertising clients. Car dealers, restaurants, furniture stores, you name the category, the stations’ creative services team is challenged to produce it. For many local businesses in markets all across the country, advertising on their local TV station means business. But the fact that many […]
TV stations often write, produce and edit commercials for their local advertising clients.
Car dealers, restaurants, furniture stores, you name the category, the stations’ creative services team is challenged to produce it.
For many local businesses in markets all across the country, advertising on their local TV station means business.
But the fact that many stations routinely write, shoot, and edit local TV commercials that win customers and awards is hardly acknowledged at all.
I’d like to change that.
So I asked local TV stations to send me examples of local TV commercials produced by their station in an article, WANTED: Local Commercials Your Station Produced, and we’ll be sharing them as they come in.
The relationship built between the station and the client can often lead to an increased percentage of the advertising budget.
The production is often first-rate. TV stations use high-quality, low-cost cameras that deliver film-like pictures. The graphic animation often rivals what the client might get at a video production facility.
Often, the production is given away as the price of doing business or the client is given deep discounts.
Larry Doyle runs the commercial production end of the creative services department at WPEC, Sinclair’s CBS affiliate in West Palm Beach, Fla.
A former station creative services director, Doyle says his station produces a lot of work for local clients, and it’s something he and his team really enjoy.
In addition to the traditional 30-second commercials, his team creates non-traditional advertising projects.
“High end real estate is big business here,” said Doyle. “But so is yachting, travel, restaurants, and gardening. The opportunity to produce special video advertising content is endless — and our sales team really knows how to innovate and take advantage of all of our platforms. It certainly keeps us very busy.”
What’s your station’s story?
Share your local commercials that were done in-house for clients so we can highlight this essential advantage that stations offer.
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