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April 5, 2006 by Dane Carlson | 1 Comment

Business Week:

Local TV advertising has a bad rap. “I had visions of cheap, awful, late-night cable access commercials with really bad production values,” says Brad Kriser, owner of The Barking Lot, a 15-employee dog-care facility in Chicago with $2.3 million in annual sales.

It doesn’t have to be that way. Spot Runner, a Los Angeles startup, is offering entrepreneurs ready-made ads they can customize, then air locally. For two weeks in November, Kriser gave it a try, running 30-second ads 144 times on networks including ABC Family, Lifetime, and Animal Planet, all in his local market.

While his ad didn’t look cheap, it came cheap, considering the results. In the three weeks during and immediately after his campaign, calls to The Barking Lot were up 20% to 30%. Kriser received a discount for participating in Spot Runner’s pilot program, but without it, the ads would have cost him $1,700.