Paid Advertising Update
Get ready to tune in for the return of the Ohio. Find It Here. commercial March 20 – April 16! The airing of the commercial, also used last year, coincides with spring and the time when consumers begin to plan their summer getaways! The initial flight will be four weeks long, followed by a hiatus of several weeks and then return on air several times throughout the summer and fall.
The buy consists of TV and cable, airing in the Cincinnati, Cleveland, Columbus, Dayton, Lima, Toledo and Youngstown DMA’s as well as Pittsburgh and Detroit, two markets from which Ohio historically pulls a large number of overnight visitors. The television spots were purchased on ABC, NBC, CBS, FOX, and CW affiliates and sample programming highlights include:
Dancing with the Stars
The Big Bang Theory/The Great Indoors
NCIS: Los Angeles
Little Big Shots
Mom/Life in Pieces
NCIS: New Orleans
The Blacklist: Redemption
Special programming also includes The Academy of Country Music Awards, The NCAA Sweet 16, The NCAA Elite 8, The NCAA Final 4, The NCAA Championship Game, Bluejackets Playoffs, The Masters Golf Tournament, Reds Opening Day Game, Indians Home Opener and Cavs Playoffs.
Cable was purchased in all markets except Lima and Toledo, due to limited cable availability in these markets. Networks purchased include:
FOX Sports Ohio
In addition to broadcast support, other core advertising support during 2017 includes digital advertising such as connected TV, paid search, print and social media which will provide ongoing messaging throughout the year. Co-op advertising will run in tandem and includes paid search, digital display, eBlasts, Pandora radio, print and brochure distribution. Both the core and co-op advertising programs provide consistent year-long messaging for Ohio. Find It Here.
Upcoming print publications in which you will find Ohio. Find It Here. advertisements include: Group Tour (April, co-op insert), Ohio Magazine (May), 614 Magazine (May), Sunday, May 7 Newspaper Insert (co-op insert; see below), Student Midwest Living (May/June, co-op insert).
The media flow chart pictured below reflects the advertising tactics and flighting of the core and co-op media plans through Memorial Day.