Ocean City Today

New broadcast sponsorship opportunity weighed for WMO

By Greg Ellison | Apr 12, 2018
Source: File Photo Ocean City is considering a new broadcast sponsorship opportunity for the 45th annual White Marlin Open this August.

(April 13, 2018) Looking to spend marketing dollars wisely, Ocean City is weighing a White Marlin Open broadcast sponsorship opportunity in the hopes of reaching an audience in the hundreds of thousands.

Scott Lenox of “Hooked on OC,” who presented the proposal to the Tourism Commission on Monday, said a pre-show segment is being added to this year’s broadcast.

“We will give sponsors an opportunity to have a five-minute segment at the end of that pre-show,” he said. “We are working on logistics to draw people.”

Lenox said pricing for commercial spots during the 45th annual White Marlin Open, scheduled for Aug. 6-10, would remain at $2,500 for 30 seconds and $1,500 for half that time.

“We wanted to make sure everybody was getting a good bang for their buck,” he said. “Last year we sold that out.”

Last year, Lenox said Ocean City bought two 30-second commercial spots, at a 20 percent discount for a total of $4,000.

“We show everybody’s commercials at least five times every day,” he said. “We can’t sell any more of these because sometimes we can’t fit them in because there’s so much going on at the scales.”

This year, Lenox said exclusive daily broadcast sponsorships are available for $5,000, with discounted pricing for previously affiliated advertisers.

“They are called a daily sponsor of the broadcast … for the duration of that day,” he said. “

Lenox said the daily sponsor would have a logo watermark displayed throughout the broadcast.

“Last year [from] what we could count, we had over 200,000 views,” he said. “The average [view] time was about 20 minutes.”

Despite the sponsorships just beginning this year, Lenox said two of five available days have already been purchased, with Monday, Tuesday and Thursday still open.

Councilwoman Mary Knight made a motion, which was unanimously approved, to recommend the sponsorship opportunity for final approval by the City Council.

“We want Monday for sure,” she said.

Tourism and Marketing Director Donna Abbott said the funding could be drawn from the next fiscal year budget.

“We don’t spend a lot of money promoting fall events,” she said. “This is helping us reach a different demographic.”

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