Case Study: WLEX-TV achieves $60K in revenue and major audience growth with Second Street Lab

Basketball Bracket Drives $60K Slam Dunk for Station

WLEX-TV, a Lexington, KY station in the heart of Wildcats country, wanted a fresh way to capitalize on March basketball while driving revenue and traffic for its new Hey Kentucky! website. Using Second Street Lab’s basketball bracket contest framework, the station set out to reintroduce a bracket promotion that could attract advertisers, engage fans, and boost website participation.

Second Street Lab helped WLEX-TV build a multi-tiered sponsorship program and an advertiser bracket challenge, supported by strong promotions across email, the station, web, app, and Hey Kentucky! on-air segments. The campaign generated $60,380 in total revenue, including $43,000 from the advertiser bracket alone, and drove a 51% increase in visitors plus a 58% increase in pageviews for HeyKentucky.com, along with more than 1,000 opt-ins for the title sponsor.

WLEX-TV

Kate Lowe

Interactive Account Executive