We’re two months into the ABA’s media campaign to promote local radio and TV stations in Arizona. We’ve invested $50,000 to-date with a plan to grow that investment to $200,000.

In March, we made a change to our campaign that has had a BIG impact on our TV antenna giveaway strategy. Our partners at ChannelMaster made the generous offer to start covering 100% of all shipping costs in addition to offering their indoor antennas for free.

Here’s what our data shows so far:

• We’ve given away almost 4,000 TV antennas to Arizona consumers, with the bulk of them in March after we made the shipping change.
• We’ve delivered 700,000 Facebook impressions with close to 10,000 click thrus split between the local radio and TV ads.
• We’ve delivered 750,000 audio impressions in Arizona for the “free local radio” ad via subscription audio streaming services.
• We’ve delivered nearly 1 million display impressions split between the local radio and TV ads, attracting another 6,000 click thrus.

We’re continuing to optimize, but one thing is abundantly clear. Any “echo effect” each of you can lend from your station social and digital platforms makes a giant difference. Mentions about the TV antennas in particular drive up the orders in astonishing ways.

Here are some social media posts for consideration, should your teams be able to lend a hand. On-air mentions in a newscast or segment make a big difference too.