Media

Will more car dealers advertise on YouTube instead of buying expensive TV commercials?

Local television stations have been hard hit by our current economic meltdown; as evidence, note that Channel 9, whose newscasts have topped the ratings for the better part of three decades, recently declined to renew the contracts of two prominent personalities, anchor Bob Kendrick and forecaster Nick Carter. And the video above suggests that the situation will get worse before it improves. Automobile commercials generate much of the revenue for stations, but with car sales cratering, dealers lke Osborn Automotive are looking for less expensive places to advertise -- like, for instance, YouTube. The spot above (for a 2005 Dodge Durango SLT) is just one of several Osborn has posted on the ubiquitous website of late, and every spot that appears online may well translate to less dough for TV outlets. Looks like contract negotiations for on-air talent just got tougher.

KEEP WESTWORD FREE... Since we started Westword, it has been defined as the free, independent voice of Denver, and we'd like to keep it that way. With local media under siege, it's more important than ever for us to rally support behind funding our local journalism. You can help by participating in our "I Support" program, allowing us to keep offering readers access to our incisive coverage of local news, food and culture with no paywalls.
Michael Roberts has written for Westword since October 1990, serving stints as music editor and media columnist. He currently covers everything from breaking news and politics to sports and stories that defy categorization.
Contact: Michael Roberts