How to Retain Your Core Advertisers During the 2020 Election Season

by Liz Huff Second Street

Digital Promotions are the Solution

Since broadcast advertising spots are competitive during this season, leverage digital promotions that don’t use your on-air inventory. For your core advertisers – like automotive, financial, healthcare – consider these types of promotions:

  • Sweepstakes
  • Voting Bracket
  • Seasonal Photo Contest
  • Advertiser Quiz Bundles
  • Football Pick’Em

The opportunity to market these online campaigns goes far beyond your spot inventory. Use your massive social presence, on-air personalities, advertiser-friendly programming, digital components (online ads, special sections, and special programming), and your extensive email database.

  • Sweepstakes
    A sweepstakes where the prize is tickets to a big game or event, a dream vacation, or even a prize centered around a holiday, could hook a wide audience and collect new emails for your advertiser’s database.

    Fall is Perfect for HVAC Contests

  • Voting Bracket
    Voting brackets are a great way to keep an engaged audience, week after week. Consider creating a sports-themed bracket around football or high school sports. But brackets aren’t just for sports. Top Halloween candy or best fall drinks are perfect for brackets.

    Stadium Food Faceoff St. Louis Post-Dispatch

  • Seasonal Photo Contest
    A holiday photo submission contest like a “Cutest Trick or Treater” or “Best Pet Costume,” has high shareability on social media and will be a huge hit with your community.

    Halloween Photo Contest Sponsored by Furniture

  • Advertiser Quiz Bundles
    Another highly engaging idea is a bundle of advertiser quizzes that is themed around the advertiser’s business. Add on a couple specific survey questions to collect actionable data about your advertiser’s potential customers.

    Florida Times-Union "Breast Cancer Quiz Bundle"

  • Football Pick’em
    Being a sponsor for a football pick’em contest could be a great solution for an automotive dealer or sports bar. Encourage them to utilize their personalities as VIP pickers.


It’s Time to Plan Now

Your advertisers are already planning their annual spending for the fall months of 2020. Now is the time to start planning with your advertisers to keep them engaged during the political season and throughout the rest of the year.

Learn more about the Second Street Summit.