The Month of May Brings More than the Indy 500 to the Forefront at WTHR

The Indianapolis 500 is more than just a race – it’s an entire month of festivities and celebrations. WTHR’s Christine Warren, Scott Hainey, and Dave Calabro are here to talk about WTHR’s role in “the greatest spectacle in racing.”

Last year’s Indianapolis 500 race faced unique challenges thanks to the pandemic – it was postponed until August and there were no spectators allowed – but it was still a huge success.

With blackouts lifted, NBC Sports reported 3.737 million viewers, making it the network’s second-most-watched INDYCAR race on record.

As vaccines continue to roll out across the country and more sporting events are able to start returning to normal, the excitement for this year’s race is at an even higher level than it was last year. At 40% track fan capacity, Indianapolis Motor Speedway (IMS) will allow around 135,000 fans to attend.

“Our fans mean everything to us, and we can’t wait to welcome them ‘Back Home Again’ for this year’s Indy 500,” IMS President J. Douglas Boles said in a press release.

But the race isn’t the only event that takes place in May. The entire city celebrates all month long – and WTHR, TEGNA’s Indianapolis NBC affiliate is in a unique position to help brands align with “the greatest spectacle in racing.”

“It’s a huge Indy community celebration,” says Christine Warren, Director of Marketing at WTHR. “It’s not just a race, it’s an entire month of celebratory events uniting people throughout the Circle City. There’s a marathon race, parade, concerts, festivals, kids’ activities, porch parties, and everyone is flying their checkered flags. There’s so much spirit, Hoosier pride, and comradery!”

As “Your Home for the Month of May,” one of WTHR’s traditions is to host exclusive, behind-the-scenes content you can’t get anywhere else – which includes access to the drivers themselves.

“We have seven hours of coverage, race day morning from 5:00 AM until noon with live look-ins at all the excitement,” explains Scott Hainey, Project Manager for Integrated Brand Partnership Initiatives at WTHR. “I think this year, the fans will be interested in seeing a little bit of that return to normalcy with at least some spectators at the raceway this year.”

Other exclusive Indy 500 content comes to us thanks to Dave Calabro, WTHR’s Director of Sports and Indianapolis Motor Speedway PA track announcer. One of those programs is Milk and Cookies, in which Calabro chats with Indy 500 drivers, asking fun and light-hearted questions, like “what is your favorite Indy 500 tradition?” For most, it’s the winner drinking milk at the end of the race.

Another exclusive segment airing on WTHR features Calabro on a deep-sea fishing trip with Indy 500 winner, Ryan Hunter-Reay, as they talk about his career – and catch some impressive fish in the process. Calabro is also hosting a podcast called “500 Voices” launching soon!

“One of the best parts of my job is getting to know the drivers away from the limelight. These drivers have some funny personalities. We were looking for a way to let you meet the REAL people behind the helmets,” Calabro told viewers.

What does this mean for your brand?

The relationships TEGNA stations have with local athletes is just one of the things advertisers can leverage. Calabro, Dave Schwartz at KARE11 in Minneapolis, and Chris Egan at KING5 in Seattle are just three examples.

Brands can align with this unique sports content using platforms like broadcast, OTT, and digital media. And when brands advertise with TEGNA, they’ll have access to a large and engaged audience – and with powerful messaging, brands can really make a big impact and grow their business.

Sound Good?

Click here to connect with TEGNA to get your sports strategy started.

Leave a Reply

Your email address will not be published. Required fields are marked *

I knew going with TEGNA and WTOL was the right call, just on the level of information they can provide and the measurement tools to prove whether a campaign is successful or not.

Heleen Sheets, Director of Marketing & Communications, Lourdes University

We’re just selling more cars now, and being able to really attract new buyers to the Audi brand through using TEGNA and KGW, has been a game-changer for us.

Josh Kampmann, General Manager, Audi of Wilsonville

“As a result of our Partnership with TEGNA, we’ve seen a substantial increase in our website traffic, and we’re receiving a lot more stories. We have also seen an increase in our social media following – which has really helped us get our message out – and we know it is a direct result of our relationship with TEGNA.”

Natalye Paquin, President and CEO, Points Of Light

“Working together, serving together has been one of our mottos, and we’ve been able to do that with WXIA for years.”

Maurice Baker, Manager of Community Relations, Georgia Natural Gas

TEGNA’s helped my dealership go from a top 20 dealership to the #1 dealership in Dallas.

Trey Russell, General Sales Manager, Sam Pack’s Five Star Ford Carrollton

In our work with TEGNA, we’ve been able to customize integrated marketing solutions using their technology, products, and services. TEGNA understands and supports our approach, working with us to determine what will work best for each individual clients’ needs, and then combining their resources with our expertise to develop solutions that ultimately meet clients’ expectations, and at times exceed, the highest return that we could expect.

Rick Defaut, Stern Advertising

“TV has been incredibly effective for us. It’s helped us position ourselves as a leading brand in the Denver marketplace. It’s really been instrumental in helping us be successful.”

Phil O’Dell, Director of Marketing, Lifetime Windows and Siding

Get In Touch Close
Ready to be in good company?

We have good people standing by ready to help you drive good business outcomes. Please fill out the form here and a member of our team will be in touch shortly.