Texas & National Propane Ad Campaigns Launch This Month

Several states, including Texas, have partnered with the Propane Education & Research Council (PERC) to augment PERC’s national Propane Energy for Everyone advertising campaign again in 2022. The state and national campaigns are slated to run July 2022 through September 2022.

2022 National Campaign

PERC has chosen to utilize the mass reach of television to elevate brand awareness and to reinforce individual marketing efforts from each state association/state council. PERC’s target audience has a higher propensity to watch early morning news compared to the general population, so the national campaign will be showing commercials on local news stations in the morning and programming like CBS Mornings. PERC will also target stations like Fox News, CNN, HLN and other national news programming.

PERC’s target audience are avid NASCAR fans and watch it more regularly on TV compared to other sports including baseball, football and golf. Professional bull riding and fishing are also popular among the target audience.

Last year, the NASCAR Cup reached an average of millions of viewers during the 2021 season. As a result, PERC plans to place 24 spots in NASCAR Cup and 19 spots in NASCAR Xfinity Series to 17.6MM.

2022 Texas Campaign

The Propane Council of Texas (ProCOT) will complement the campaign with video by using the largest video streaming platform in the U.S., YouTube, which is used by 81 percent of the U.S. adult population. There are 2.5 billion YouTube users and 1.5 billion hours are streamed daily.

YouTube “impressions” are based on guaranteed views. A guaranteed view is counted when the user either completes the ad (watches the ad in its entirety) or if they engage with the ad by clicking on one of the banners / URLs to go to the website to learn more about propane. The 30-second commercials will reach half a million of ProCOT’s target audience while they enjoy content related to home energy, DIY and home improvement, and sustainable living.

Where someone from Texas might see ProCOT’s YouTube video ads are on: Home RenoVision DIY (2.2M subscribers); DIY Network (160K subscribers); HGTV (454K subscribers); Do It On A Dime (1.91M subscribers); This Old House (1.78M subscribers); Country Living (31.3K subscribers); or Better Home Ideas (862K subscribers).

iHeartRadio

In addition to TV, ProCOT will also leverage the growing popularity of digital radio. Nowadays, everyone has a radio in the palm of your hand with their smartphone. ProCOT plans to reach 3.7M through steaming radio ads on the popular iHeartRadio network.

In addition to local Texas iHeartRadio channels, the iHeartRadio brand is becoming more popular with the televised iHeart Music Awards & iHeart Country Music Festival and national syndicated popular morning shows like The Bobby Bones Show.

Web Advertising

The web banner advertising will again be useful to feature key propane attributes and drive traffic to the ProCOT website, where we further promote propane, as well as appliance rebates.

Examples of nationally recognized websites that you may see our ads on include: hgtv.com, foodnetwork.com, cnn.com, newsweek.com, accuweather.com, forbes. com, zillow.com, nbcsports.com, and local news websites like Texas TV news stations. Local Texas papers statewide like the Fort Worth Star Telegram will also host web banners.

Our web campaign will reach over 8 million Texans. Overall, the total campaign will reach over 12.4 million Texans.