Case Study: How Interactive Sponsorships Boost Revenues for Local Sports Broadcasters

Interactive sponsorships may be the solution for local sports broadcasters looking to improve advertising revenues. As local sports broadcasters compete for ad dollars with digital platforms, interactive sponsorships provide them with digital-friendly advertising options without cannibalizing their traditional revenue streams.

An example of an interactive sponsorship from WCMH in Columbus, Ohio – a leader in interactive sponsorship for sports. Their Band of the Week on-air poll segment and the associated mobile experience are sponsored by G&J Pepsi as part of a Mountain Dew promotion.

Unlike traditional 30-second spots or online native advertising, interactive sponsorships allow sports broadcasters to immediately convert TV viewers into buyers for their clients – something no conventional form of advertising can do.

Megaphone TV allows local sports broadcasters to quickly roll out interactive sponsorship solutions to their clients to boost advertising revenue and campaign success.

Interactive Sponsorship 101

The principles of interactive sponsorship are simple:

  • A sponsor chooses the right interactive content (news poll, trivia, prediction game, etc.) for their needs
  • The content is broadcast live during news, sports, morning show, or entertainment segments providing visibility to their brand
  • Audiences use their mobile devices to participate in the content
  • After participating, they are served a digital offer – coupon, lead gen, or commercial
  • The sponsor collects valuable opt-in data as well as the potential for immediate online sales

When paired with on-air promotions and commercials, interactive sponsorships offer exciting advertising potential for brands resulting in tangible, measurable results.

Most importantly, they provide sports broadcasters with a premium add-on to traditional ad inventory.

Advertisers Demand Immersive Brand Experiences

Advertisers and sponsors increasingly demand digital advertising and marketing solutions beyond traditional native advertising on a sports broadcaster’s website. They want to build immersive relationships with viewers that last after commercials stop running. Interactive sponsorships allow advertisers to continue marketing efforts to viewers who opt-in to communications, follow them on social media, or make online purchases. Most importantly, interactive sponsorships allow advertisers to get immediate campaign results.

E-Commerce: FOX 11 and Arrowhead

Recently, FOX 11 in Los Angeles used interactive content to secure Arrowhead as the sponsor for their Sports Poll of the Day.

For this campaign, Arrowhead received:

  • Squeeze back 30s
  • Branded pre-roll for the segment
  • Sponsorship of the poll
  • Post-poll participation video pop-up
  • Option for viewers to shop on the Arrowhead website

Interactive sponsorship gives Arrowhead five significant touch-points  – plus the potential for immediate online sales.

The digital side of Arrowhead’s sponsorship. Stations can easily customize these pop-ups within Megaphone TV to deliver to sponsors the exact results or capture opt-in data.

Customers that visit the Arrowhead website or make online purchases have the potential to be remarketed for the duration of Arrowhead’s digital campaigns. This gives Arrowhead value beyond the on-air segments and makes interactive sponsorship a multiplier for their broadcast success. customers.

 

Automotive: WPXI and KIA

One of the most prominent advertisers for any broadcaster is their local automotive dealerships. But with dealerships turning increasingly to social media and digital marketing to drive sales, how does a sports broadcast attract them? Using interactive sponsorship, WPXI secured Smail Kia as their primary sponsor for their sports poll segments.

As part of the sponsorship package, Smail Kia received:

  • On-air logo placement
  • Engagement with WPXI’s most active viewers
  • A post-engagement pop-up that promoted Smail Kia’s 0% financing promotion
  • Redirecting interested viewers to Smail Kia’s website, where they could shop for vehicles and even chat with a sales associate

Smail Kia’s post-engagement pop-up with their 0% financing promotion. Notice how viewers can be taken directly to the Smail Kia website.

For automotive dealerships, the ability to engage directly with potential buyers is worth the premium for interactive sponsorship. Turning a viewer into a lead for a high-ticket item – within seconds during a broadcast – is invaluable. What other traditional advertising vehicle (no pun intended) can do this?

Brand Awareness: WCMH and Pepsi

Major sponsors are interested in unique promotional opportunities that help them expand their brand awareness in key markets and critical demos. Interactive sponsorships help them do just that. Using interactive sponsorship, WCMH in Columbus secured Pepsi as the major sponsor for their Fast Feedback Poll.

For their promotion, Pepi received:

  • Custom 3D graphic intro
  • Brand name mentioned at the top of the poll
  • Brand awareness with a critical demographic

By ensuring that the Fast Feedback Poll becomes a regular segment of WCMH’s sports coverage, Pepsi gains high visibility, frequency, and exposure to soft drink buyers. It also helps Pepsi become part of the fabric of sports culture in Ohio, which is critical for brand growth and awareness. The segment has been so successful that Pepsi remains a long-term sponsor.

Interactive Sponsorships Deliver Value – and Revenue – For Broadcasters

If you are a sports broadcaster looking to improve on-air and online advertising revenues, you should consider providing interactive sponsorships as part of your inventory. Interactive sponsorships can instantly convert viewers into buyers for your advertisers in ways that a typical commercial cannot. But when paired with your station’s traditional advertising solutions, interactive sponsorships provide exceptional value, customization, results, and flexibility to attract new, lucrative, and long-term clients.

The ability to charge premiums for such sponsorship opportunities is not something your station should pass up. Megaphone TV is the leader in audience engagement and interactive sponsorship for broadcasters of all sizes. We make it easy for your station to provide cutting-edge, value-driven advertising solutions that brands of all sizes demand.

If your station wants to boost revenues with interactive sponsorships, you can try Megaphone TV for free through the end of the year.

If you have any questions, please feel free to reach out to us at: contact@megaphonetv.com.

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