During one of the toughest economic crises of most of our lifetimes, a television station in Tulsa, Oklahoma, achieved a 110 per cent increase on the previous year’s revenues. This success was reached via NRS Media’s Impact Plus™ revenue solution.

The widely reported plunge in national and local direct advertising has posed a significant challenge to maintaining, let alone increasing, revenues in Tulsa.

Added to this was the perception by the sales team that the market was saturated and advertisers were reducing spend.

So what was the solution?

A Flexible Approach

Knowing that advertisers are still willing to advertise, but are more focused on value, the NRS Media team looked closely at solutions that would best meet advertisers’ current needs.

NRS Media has worked in the Tulsa market with this television station for over six years, and in consideration of the current economic challenges, altered its approach to offer a solution that was more suited to risk-averse advertisers.

Enter NRS Media’s Impact Plus™ solution. Combining the benefits of both brand advertising and call-to-action, it provides a complete advertising package, whilst adopting a flexible approach.

This solution enabled the team to focus on the benefits of maintaining brand equity in a down economy, while still satisfying advertisers’ needs to undertake short-term tactical campaigns.

The Result

The Impact Plus solution was a great success, especially in a television market which was significantly down on previous years. Not only did they exceed year-on-year results, returning a 110 per cent increase on the previous year’s budget, they also surpassed the initial revenue target by a massive 30 per cent.

NRS Media’s close work with the station’s sales team turned the current economy into a great opportunity. And this, combined with presenting a fresh approach to advertisers, has ensured the economic slowdown doesn’t slow down this Tulsa station.