The ABA has now invested $250,000 to launch a paid media campaign that promotes local radio and TV stations in Arizona. 

The six-month-long digital campaign has been targeting TV cord cutters and streaming audio users in both English and Spanish, promoting Arizona radio and TV as free, local and community alternatives to paid digital subscriptions.

On the TV side, we’ve also partnered with ChannelMaster to give away free antennas.

Here’s what our data has shown:

• We’ve given away almost 10,000 TV antennas to Arizona consumers.
• We’ve delivered 7 million impressions across CTV, audio, display and social.
• Our reach has included 40,000 unique visitors to plugintoaz.com.

As we head into August, we plan to pause the campaign and use the remainder of the year to take these learnings and build a paid marketing strategy that can run 12 months out of the year starting again in January.

This project has been our largest ABA investment EVER, and it’s clearly critical to keep building as we all work to remind audiences about the importance of localism, the free access to Arizona radio and TV and the new ways to reach local brands even on digital platforms.

If you have ideas or suggestions, please share!