Hildebrand Calls KSFY "revolting"

Argus Leader:

A South Dakota episode of ABC's "Extreme Makeover: Home Edition," is causing some extreme advertising prices at KSFY, some say.

A 30-second TV ad costs $10,000 Sunday night on KSFY, so political consultant Steve Hildebrand decided not to buy time during the show that features a Toronto family getting a new home. The show airs two days before the election, which typically drives television ad prices higher, as well.

"I think it's revolting what KSFY is doing," said Hildebrand, who works for the South Dakota Campaign for Healthy Families, a group that opposes a ban on abortion. Voters are being asked to decide the issue on the ballot.

Without the special circumstances, the spot in that time slot typically would cost $600 to $800.

"They (KSFY) know that their viewership is going to be very high in South Dakota that night, and they think that these political campaigns have a lot of money and the most urgent need," he said. "So they're going to try to sell those time slots at top dollar to people who need it the most."

But Kelly Manning, general manager of the Sioux Falls ABC affiliate station, says it's not a case of greed: He has only two minutes of local ad time during the entire hour broadcast, and he wants to reserve some of that time for the home builders.

Not all local advertisers paid $10,000 for 30 seconds during the 7-8 p.m. program. Only the last available time slot is priced that high, he said.

"We had about a minute for political stuff and a minute for local advertisers," Manning said. "We had to weigh it out carefully and make things as equal as possible. We wanted to save some for the builders, who did so much, and we as a community and state reap the benefits of this, bringing notoriety to our state."

South Dakota Furniture Mart of Sioux Falls was the primary donor for furnishings for the Thibodeau family's new home, giving about $25,000 in merchandise, including bedding and accessories.

The company bought a TV ad during the Sunday night show, said Gordy Wallenstein, president of the corporate parent company, Furniture Outlets USA.