Case Study: Reviving the CBS F.I.R.S.T. Program to Capture Retail Media Network Growth in Local Television and Radio

This development presents a significant opportunity for local television and radio media outlets which can provide regionally tailored advertising that is more effective than national strategies By leveraging local media regional retailers can access hyperlocal audiences and optimize their promotional budgets with the same advantages previously enjoyed by their larger counterpartsThe RobinsonPatman Act A Catalyst for Local Retailer SuccessThe RobinsonPatman Act of 1936 was enacted to prevent large buyers like national retail chains from receiving unfair advantages in pricing and promotions The law ensures that manufacturers and suppliers must offer similar promotional allowances and pricing to all buyers under comparable circumstances This protection is especially important for regional and local retailers who may not have the same buying power as large chains but still require equitable access to vendor support fundsThe RobinsonPatman Act is a key driver of the shift in promotional and advertising budgets to regional and local retailers As manufacturers and suppliers are required by law to offer proportionate discounts promotional allowances and advertising support to smaller retailers it is poised to catalyze the flow of marketing dollars into local markets This shift provides local media outlets with a valuable opportunity to capture a larger share of these advertising budgetsThe CBS FIRST Program A Model for SuccessThe CBS FIRST Framework for Insuring Retail Success with Television program launched at WCBSTV in the 1970s and 1980s capitalized on the foundations established by the RobinsonPatman Act By ensuring that regional and local retailers could access the same media strategies as national players the program enabled smaller retailers to use television advertising effectively The program was designed to help regional retailers maximize their vendor support funds by providingCustom media packages that aligned with their budgets and target audiencesStrategic advertising frameworks that demonstrated how to leverage local television to drive foot traffic and salesThe success of the CBS FIRST program was rooted in the RobinsonPatman Actamp8217s protections which ensured that regional retailers had access to the same promotional opportunities and media support that larger national chains enjoyed This level playing field was a key reason why the program was so successful in driving local retail growth during its original implementationWhy Local Television and Radio Are Primed for This OpportunityToday local television and radio are uniquely positioned to take advantage of the growth of regional retail media networks using the principles of the RobinsonPatman Act to ensure equal access to advertising resources Hereamp8217s whyHyperLocal Targeting and Reach Local TV and radio offer granular targeting that national media cannot Regional retailers can reach local customers more effectively through communitydriven content and advertising creating deeper connections than national platformsAdvanced Television Commerce Capabilities The rise of Advanced Television technology offers new directtocommerce opportunities for consumers Technologies like WiOffer used by Comcast and others allow viewers to interact with ads by scanning QRcodelike capabilities directly on their screens leading them to special offers product pages or retail sites This innovation bridges the gap between advertising and immediate purchase enabling retailers to connect directly with consumers via their TVs Regional retailers can harness this technology to drive immediate sales or engagement providing a direct return on their advertising investment through television a traditionally indirect mediumTrust and Credibility Local media outlets enjoy a high degree of trust and engagement from their audiences especially in smaller or midsized markets This trust is valuable to regional retailers who often depend on local customer loyalty to compete with larger chainsFair Access to Vendor Funds Thanks to the RobinsonPatman Act regional retailers are now better equipped to tap into vendor support funds These funds which once predominantly supported national retail chains are now available in proportionate amounts to regional and local retailers Local media companies are in an ideal position to help these retailers use those funds effectively by offering tailored advertising solutions In the programmatic marketplace key leaders are already aggregating regional and local retailers for a vendor support initiative Itamp8217s in the interests of local TV and radio station groups to be fully aligned with these emerging programsCrossPlatform Integration Major local media companies like Nexstar Sinclair and Audacy have expanded beyond traditional TV and radio to include robust digital advertising platforms These crossplatform capabilities allow regional retailers to combine broadcast reach with digital precision offering an advertising package that mirrors the retail media networks used by national chains but with the added advantage of local focusModernizing the CBS FIRST ProgramA revived CBS FIRST program implemented by aggressive national station groups such as Nexstar Sinclair Scripps iHeart or Audacy would be wellsuited to the current advertising landscape This modern version wouldOffer comprehensive media packages across local TV radio and digital channels enabling regional retailers to maximize their vendor support fundsProvide datadriven insights to help regional retailers optimize their advertising strategies and align with the performance metrics used by large retail media networksUtilize the trust and credibility of local television and radio to amplify retailersamp8217 messaging in a way that resonates more deeply with local consumersEnsure fair access to advertising resources and promotions in line with RobinsonPatman Act requirementsSummaryThe projected expansion of retail media networks to include regional and local retailers is a significant growth opportunity for local television and radio By leveraging the RobinsonPatman Act as a catalyst for equitable distribution of vendor support funds a modernized version of the CBS FIRST program could empower regional retailers to effectively compete with national chains National station groups like Nexstar Sinclair and Audacy are ideally positioned to revive this successful program helping local retailers unlock the full potential of their advertising budgets and driving retail success in todayamp8217s competitive marketplaceEditoramp8217s Note In full transparency Jack Myers was responsible for the design development implementation expansion and success of CBS FIRST which would not have been possible without the active support of CBS TV Stations management led by Thomas F Leahy and including Gail Trell Thoren Schreck Jim Joyella Sherman Wildman David Poltrack Rod Perth and Mike DiGennaro The initiative owes its success to the sales skills of Arlene Manos then Kekalos and Karl Wexler in New York and Dick Hogue in LA who had stellar careers in the media business Those interested in learning more about CBS FIRST may contact me at jackmediavillageorg

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Case Study: Reviving the CBS F.I.R.S.T. Program to Capture Retail Media Network Growth in Local Television and Radio

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Case Study: Reviving the CBS F.I.R.S.T. Program to Capture Retail Media Network Growth in Local Television and Radio

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