Cities and towns across the country are beginning to open back up, and we are entering a new phase of COVID-19 recovery, to varying degrees. For public media underwriting, this next phase brings evolving market factors - and opportunities - to which sales teams must adjust. Here’s a quick update on what Greater Public is hearing from station sales professionals across the country as they continue efforts to sustain sponsorship revenue in the months to come.
- Home Services: stations are seeing some uptick in categories like home improvement, landscaping, gardening and specialty services (i.e. gutters, lawn treatment), given the attention consumers are now giving to home and garden as they spend more time at home.
- Professional Services: with many companies now supporting a virtual workforce, cyber security firms are emerging as prospects.
- Political: regardless of economic recovery scenarios, many agree that political advertising is coming back, and likely in a big way given the current climate and the limited in-person campaigning taking place. As it does in any other presidential election year, this will put pressure on commercial inventory in ways that can play in our favor. Public media may be able to leverage traditional advertisers getting bumped from commercial stations, or those wanting to escape the political clutter, to help make up some lost revenue. (Also, consider this refresher about underwriting with candidates, campaigns and PACs.)