ESPN's "Tailgate with the Truck" sweepstakes promotion shifted into high gear this fall, ESPN vice president of affiliate ad sales and new business Jeff Siegel said last week.
The program ranked as "the most successful annual local promotional campaign in the cable industry in terms of ad sales," Siegel said. It amassed $17 million across 450 affiliates, according to a network spokesman.
That total puts "Tailgate with the Truck" well ahead of two other affiliate promotions that had been credited as the strongest for local ad-sales: MTV: Music Television's Video Music Awards
and Lifetime Television's "Be Your Own Hero," each of which had topped $4 million in local revenues earlier this year, according to the networks.
Late last month, ESPN's month-long October promotion chose the winner of its grand prize: A trip to the Dec. 2 Buffalo Bills-San Francisco 49ers game in San Francisco.
All told, Siegel said, ESPN's NFL coverage and peripheral shows delivered $167 million to its affiliates this year, up 17 percent.