With a limited broadcast budget, Premier Bank in
West Virginia boosts viewership of ads by using
15-second ‘bookend’ spots.
Premier Bank in Huntington, W.Va., is an example of a
bank that spends about one-third of its advertising budget
on broadcast TV. Recently, the bank, which has assets of $900
million, has been testing 15-second “bookend” spots as a way
to get “more bang for the buck” with TV advertising.
A bookend TV ad is one that appears at the start of a
commercial break, followed by a second that pops up about
90 seconds later, at break’s end.
MOST COMMUNITY BANKS do not ad- vertise much on broadcast television. It’s too expensive. Banks that do are constantly experimenting with ways
to use the medium more cost-effectively.