WCNC-TV - Weather Metrics

Case Study: WCNC-TV
“LOCATION SPONSORS PROVIDE NEW CAMERA
NETWORK AND ADDED REVENUE”
WCNC-TV, in Charlotte, NC (DMA #25) is part of the Belo Corporation television group. WCNC's news operation is
one of the country's most frequent recipients of Regional Emmy and Edward R. Murrow Awards. Branded as the
“Neighborhood Camera Network”, WCNC originally operated limited cameras on-air.
Broadcast Challenge:
• The News and Engineering departments wanted a HD camera
network for content purposes and to bring in news worthy video
from around the community.
• Sales bundled the cost of the cameras into their sales packages, in
order to simplify the project and make it one simple sale
Sponsorship Initiative:
• WCNC created a sponsorship package to present to potential
businesses that offered the opportunity to sponsor a camera
location.
• Each yearlong sponsor package includes mentions during the on-air
weather segments, web placement and several 5 second mentions
during ad promotions for the station during the day.
• Weather Metrics assisted WCNC in creating a custom sales
presentation by providing presentation examples, ROI calculators,
web examples and sponsorship advice.
Immediate Rewards:
• WCNC quickly sold sponsorships for 4 different camera locations
generating the revenue necessary to purchase the new HD camera
network.
• HD cameras provided the news department with additional unique
content for both their on-air presentation and the station website.
• Three of the four camera sponsors increased their advertising
budget withWCNC to include the new camera sponsorships.
• The fourth sponsorship was purchased by a business that had never
previously advertised with WCNC.
• Approximately one-third of the first year revenue generated from
the camera sponsorships paid for the camera equipment while the
remaining income is station revenue.
“Selling sponsorships for our new camera network has truly been win-win-win!
• News Win: Gained a new camera network and news content.
• Station Win: Generated additional incremental non-spot revenue.
• Sponsor Win: Increased placement, validation and visibility of their brand.
The project has been very successful and we are focused on selling more
clients into our Neighborhood Camera Network.”
Susan Miller, Director of Sales
WCNC-TV - Charlotte, NC
For More Information Visit www.weathermetrics.com
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