[September 29, 2016]

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

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.

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