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Best Practice Tips | Broadcast | Finance | Station Spotlight | Video
TEGNA Station Spotlight: WZZM Helps Viewers Survive the Financial Squeeze
Financial stress abounds. Between high prices at the pump, skyrocketing grocery bills, and rising housing costs, TEGNA’s WZZM in Grand Rapids, Michigan, is on your side. Surviving the Squeeze is a segment that shares money-saving tips and tricks to help keep you, your family, and your pets happy and healthy. What does this mean for your financial brand? There’s an opportunity to align with our trusted content and help consumers ease financial stress.
April 18th is Tax Day, also known as the last day to submit individual income tax returns to Uncle Sam. With financial stress plaguing so many Americans this year – fears of a recession, anxiety around inflation, high gas prices, and the cost of a dozen eggs are just a few – consumers are looking to be wise about what they are doing with their returns this year. According to Bankrate:
- 75% believe their tax refunds are important to their overall financial situation
- 28% plan to pay down debt
- 26% plan to put it into savings
That’s where TEGNA’s WZZM in Grand Rapids, Michigan comes into play. With a commitment to serving the greater good of the local community, Surviving the Squeeze is a content series sharing money-saving tips and tricks to help keep the community financially happy and healthy.
What does this mean for brand advertising?
TV advertising remains one of the most-effective ways a financial brand can reach a large local audience, build credibility, create brand awareness, get phones ringing, and get people visiting your website and storefront.
Better yet, TV opens up an entire world of possibilities in advertising, and it’s not just limited to a 15 or 30-second ad. TV stations, such as WZZM, have opportunities for a brand to build awareness with 30-second spots, vignettes, custom sponsorships, and integrations with news, weather, traffic, and lifestyle shows. These types of sponsorships can quickly position your finance brand as the local go-to expert, resource, and thought leader in the community.
“Now more than ever, consumers need a trusted partner when it comes to financial matters,” says Tom Charno, Senior Consumer Insights Specialist at TEGNA. “When viewers see your brand aligned with a news source that they trust, it helps to increase your credibility, and better yet, you can help to make a difference in a consumer’s life.”
How Do You Know if Your Local Media Campaign is Working?
While we’re helping our local communities save money, we also put our money where our mouth is, ensuring our advertising partners’ ad dollars are working efficiently.
TEGNA understands the value of planning an effective advertising campaign to drive tangible business outcomes and generate a positive return on investment. For years, advertisers have faced challenges measuring the effectiveness of their TV and Streaming campaigns. They knew it worked but couldn’t directly connect the dots between a campaign and its results.
Today, it’s a different story. TEGNA Attribution can identify TV and streaming ad views and connect them to website visits using closed-loop technology. This allows our partners to make better plans for spending their ad dollars in the future, maximizing campaign outcomes.
“Telling our partners that by spending this amount of money on TV and this amount on OTT, they were able to generate these outcomes. It’s great to work with them in that kind of consultative fashion to help them maximize their media spend,” says Jessica Daigle, VP of Sales Intelligence at TEGNA.
Sound Good? Partner with TEGNA Today
Large audiences, trustworthy content to align with, high recall, emotional connections, extended reach, and opportunities to create more than just a regular commercial are just a few of the factors that make TV advertising so effective. It’s worked and driven tangible results for thousands of our partners, helping to make TV the second-most profitable advertising medium in the United States.
Advertising, especially alongside trusted local news broadcasts, reaffirms a brand’s place in the community and showcases that your brand can also be trusted with the right amount of frequency and exposure to target audiences. By aligning with the unique content opportunities that TEGNA offers, your brand has an opportunity to be the talk of the town.
TEGNA delivers proven results through simplified multi-platform advertising solutions that connect your business to the audiences that matter most via Broadcast TV, OTT Advertising, and Digital Solutions, including Targeted Display & Retargeting, as well as campaign measurement and optimization with TEGNA Attribution. TEGNA stations also offer a variety of customizable content sponsorships, as illustrated above.
Let’s get in touch if you’re thinking of amplifying your brand’s TV efforts or joining TEGNA affiliates to serve the greater good of our communities.
