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Out of Home drives ratings and excitement for WITI FOX 6

Company: WITI FOX 6
Product: Television
Format: Digital Billboards

“I couldn’t help but notice the Clear Channel digital boards popping up. I realized immediately that this technology was a huge change to this medium - it went from being an image vehicle to an action vehicle. The colors are vibrant, the locations are hard to miss and the flexibility is a game-changer. Now I can promote tonight’s special feature for our newscast and start plugging tomorrow’s once the newscast ends. We were noticed- that’s for sure. The system to get our boards posted was flawless. I learned pretty quickly that someone is available 24/7 for any changes that needed to be made and that the boards are constantly monitored. I never had to wait more than a couple minutes whenever I called or emailed.” Lori Wucherer, VP of Creative Services, WITI FOX 6

The Challenge

WITI FOX 6 was looking to extend their reach during the all-important rating periods and build awareness of their political coverage. The reason they chose Digital Outdoor was two-fold: first, its ability to handle multiple messages and second, its ability to make changes within seconds of being notified.

The Solution

WITI purchased 11 digital boards for 4 weeks during each sweeps period. They promoted key programs each day, as well as top stories for the next newscast. On election days, WITI used Dynamic Content to deliver real-time election results on 19 locations throughout the DMA. For the April 2012 elections, each board was given a specific results schedule based on the races of greatest interest to that locale.

The Results

WITI saw strong ratings during the sweeps periods and was the top-rated local station for coverage of the Gubernatorial Recall results on June 5, 2012.