PIERRE, S.D. – While thousands made their way to Custer State Park on September 29 to view the 43rd annual Buffalo Roundup first-hand, millions also viewed the footage on television, read about it in the newspaper or saw it online.
"Each year during the Roundup, the Office of Tourism provides a satellite feed to broadcast media across the country," said Richard Benda, secretary of the South Dakota Department of Tourism and State Development. "Displaying South Dakota’s beautiful scenery to millions of people is an incredible benefit to the state’s visitor industry."
The Office of Tourism partners with a tracking company to monitor the number of television stations that pick up the feed. The report noted that Roundup footage was picked up by broadcast stations in Colorado, Iowa, Minnesota, Nebraska, North Dakota and Wisconsin, all of which are target markets for the Office of Tourism. In total, thirty-five states picked up the footage, which also included California, New York, Oklahoma, Texas, Utah and Virginia, among others.
"In a tracking report provided by Universal Information Services, Inc., the Buffalo Roundup was broadcast to an estimated audience of 6.9 million," said Melissa Bump, director of the South Dakota Office of Tourism. "This resulted in more than $170,000 in advertising value."
In addition to broadcast coverage, the Office of Tourism also tracked print articles, which resulted in an estimated audience of 1.8 million, and web articles, which reached hundreds of millions through 37 online mentions and articles.
The Buffalo Roundup satellite feed is part of the 2010 Initiative to double visitor spending in South Dakota.