TVB Announces Winners of the 2016 Excellence in Local Media Marketing Solutions Awards (EMMA) at Forward 2016

EMMA Awards Recognize Broadcast Television Stations and Advertising
Agencies for Outstanding Collaborative Multiplatform Marketing Campaigns

NEW YORK–(BUSINESS WIRE)–TVB, the not-for-profit trade association of America’s local broadcast
television industry, today announced the winners of the 2016
Excellence in Local Media Marketing Solutions Awards (“EMMA”) at Forward
2016 – Local Broadcast Television’s Annual Outlook Conference in New
York City.

“As the most trusted medium among viewers with the greatest influence on
consumer purchasing decisions, local broadcast television continues to
be the leading marketing platform for brand managers and advertisers to
reach target audiences,” said Steve
Lanzano, President and CEO of TVB. “It is my honor to announce KMGH-TV,
WRTV-TV,
WCVB-TV,
Horizon
Media (Los Angeles), Vizeum
and Horizon
Media (New York) as the winners of TVB’s fourth annual EMMA Awards.
This year’s award recipients brilliantly utilized the multi-screen
capabilities of local broadcasters’ on-air, online and mobile platforms
to deliver revenue-generating marketing solutions to advertisers and
brands.”

Recipients of the prestigious EMMA Award are recognized for their
creativity in producing a collaborative multiplatform advertising
campaign that generated results and value for their client over the past
year. The 2016 EMMA Award winners are:

The nominated marketing campaigns are judged by TVB’s Executive Board of
the Station Sales Advisory Committee which is comprised of executive
leadership from television broadcast groups. Entrants are judged based
on the creativity of their on-air, online and mobile advertising, as
well as the overall effectiveness of the campaign in addressing
objectives and meeting challenges — the campaign’s ultimate ability to
deliver results and make the cash register ring for clients.

For the station category, first place winner E.W. Scripps’ ABC
affiliate KMGH-TV,
serving the Denver, CO DMA, collaborated with Mountain
States Toyota to develop a campaign that facilitates and encourages
reading among early elementary school children and fosters the art of
storytelling in the community. KMGH-TV created a unique television and
digital campaign that differentiated Mountain State Toyota from other
dealerships in the market by aligning the business with children’s
literacy, a cause close to the heart of the dealership’s General
Manager, Tim Van Binsbergen. The campaign also aimed to drive brand
awareness, assert a call to action and foster viewer engagement and
community involvement.

Each month, viewers were encouraged to visit thedenverchannel.com
to nominate an elementary school to win a 7NEWS Reading Assembly for
their entire first grade class. Members of KMGH’s talented news team
would visit winning schools to read a story to the students. In
addition, winning schools received a $1,000 gift for their library and
each student took home a copy of the book that was read to them. Within
the first week of airing the 30-second local TV spot, ABC7 received over
50 nominations. Over the course of three months KNXV-TV’s advertising
campaign resulted in over 200 nominations for “7Readers
are Leaders.” In addition, the TV spots
earned Mountain
States Toyota widespread recognition from customers and other
community members, in particular from local students who sent the
dealership handwritten thank you notes. During the campaign, the three
7NEWS Reading Assemblies served over 600 elementary students, an
estimated 85% of whom are from underserved communities, with books and
other school supplies.

Second place station winner, E.W. Scripps’ ABC affiliate, WRTV-TV,
serving the Indianapolis, IN DMA worked with local college Olivet
Nazarene University to increase the University’s brand awareness in
the Central Indiana area and emphasize its Graduate and Continuing
Studies’ Nursing program. ABC6 produced on-air promotions complemented
by video pre-roll and mobile ads that
prompted viewers to visit theindychannel.com
to nominate local nurses that go above and beyond the call of duty in
their communities. Winners would receive $5,000 in scholarship money
toward continuing their education in the nursing profession at Olivet
Nazarene University. The multiplatform “Nurses
Among Us” campaign not only elevated the University’s market
presence, but also led to an increase in nursing program enrollees
during a usually dormant time for registration. Olivet Nazarene
University is now seeking to expand the very successful campaign into
other markets and replicate the campaign for its other graduate and
continuing studies programs such as education and criminal justice.

Third place station winner, Hearst’s ABC affiliate WCVB-TV,
serving the Boston, MA DMA teamed up with The Massachusetts Department
of Public Health to help change the way viewers think, talk about and
treat people with addiction. Opioid addiction is Massachusetts’ greatest
threat to public safety and experts say the stigma associated with drug
misuse keeps people from seeking treatment. ABC5 created a multiplatform
advertising campaign to help spread awareness about the damaging effects
of stigmatizing drug addiction by showcasing local Boston personalities
proclaiming their support for a “State without StigMA.” As a result of
the widespread awareness of this issue brought about by the local TV
spots, the Massachusetts Department of Public Health is seeking
additional funding to execute an additional phase of the campaign in
2017.

In the advertising agency category— Horizon
Media (Los Angeles), the largest privately-held media services
agency in the world, won the EMMA in the agency category for its “Hello
Humankindness” campaign. Horizon’s goal for Dignity
Health was to elevate brand awareness in the Southern California
market and grow patient traffic at each of their hospital locations by
distinguishing the company from the vast number of competitive hospital
chains in the area. The multiplatform campaign featured real stories of
“Acts of Human Kindness” from all six of Dignity Health’s Southern
California locations and encouraged viewers to submit their own acts of
human kindness in their communities. These local TV spots aired at least
five times a week and were complemented by an on-air sponsorship of The
Doctors on KCAL-TV, a series that shares health tips with viewers as
well as fresh and engaging information on a variety of health and
wellness topics. In order to guarantee maximum reach to Dignity Health’s
target audience, Horizon executed local broadcast TV station media buys
complemented by an extensive online promotional media schedule and
in-stream video commercials across its local station partners’ websites.
Within six months, Horizon’s campaign helped raise Dignity Health’s
brand awareness by 700%.

Second place agency winner, Vizeum,
a strategic media agency and part of the Dentsu Aegis Network, developed
an advertising campaign on behalf of Visit
Scotland to help generate tourism revenue, targeting American
tourists. Understanding the power of local TV to reach the widest
audience possible, Vizeum launched the “First Look Scotland” campaign on
WNBC-TV, serving the New York, NY DMA, the largest U.S. local market.
“First Look Scotland” featured 30-second on-air promotions during
high-profile programming on the spot television schedule to showcase
Scotland’s urban destinations, highlighting its vibrant city life,
cuisine and cultural events and encouraging viewers to visit Scotland
for their next vacation destination. The multiplatform campaign also
included out-of-home, online, mobile and social media buys to help
further drive viewers to visitscotland.com
and featured an exciting sweepstakes for a chance to win a VIP Scotland
vacation. The comprehensive media plan delivered outstanding results,
driven by the success of the local TV spots, which garnered over 1.3
million impressions.

Horizon
Media (New York) took third place in the agency category for its
“Big Belli Custom Content Series” campaign on behalf of Stanley
Steemer. Horizon’s campaign objective was to elevate brand awareness
and educate viewers of the importance of keeping a clean and healthy
home in preparation for a baby’s arrival and continuing after the baby’s
arrival at home. The target audience for the campaign was the “new and
expectant mothers” demographic. Horizon partnered with Big Belli
Productions and CBS360 to develop a custom content series that followed
the lives of new and expectant parents, highlighting important topics
such as clean home environments, carpets and floors. Data shows that new
and expectant mothers are heavy news viewers; therefore Horizon aired
the 60-second spots during live CBS local morning newscasts in twelve
CBS owned and operated markets, supported by additional digital and
mobile buys on the stations’ websites. This multiplatform “Big Belli”
campaign has achieved incredible success, reaching 3.5 million women
across the country from May 16-July 1, or 22% more viewers than the firm
had anticipated.

The EMMA finalists can be viewed on the TVB website at www.tvb.org.

About TVB

TVB is the not-for-profit trade association of America’s local broadcast
television industry. Its members include television broadcast groups,
advertising sales reps, syndicators, international broadcasters,
associate members and over 800 individual television stations. TVB
actively promotes local media marketing solutions to the advertising
community, and in so doing works to develop advertising dollars for the
medium’s multiple platforms, including on-air, online and mobile. TVB
provides a diverse variety of tools and resources, including www.tvb.org,
to support its members and to help advertisers make the best use of
local ad dollars.

Contacts

TVB
Abby Auerbach, 212-891-2279
Chief Communications Officer
abby@tvb.org
or
JCIR
Jennifer
Neuman, Nicole Briguet, 212-835-8500
tvb@jcir.com