The Ad Share Program is Connecticut Website Company's co-op TV rotation that puts CT small businesses on NBC CT, Fox 61, and WTNH starting at $300 to $500 a month — instead of the $5,000+ monthly minimums these stations quote walk-up advertisers. The differentiator: we own the production, we own the rotation, we negotiate the rate as a single buyer for 8 to 12 CT businesses at a time. Founder Rich Conway's 25 years on CT broadcast radio is what unlocks the rates — relationships you don't get by calling the station's ad sales line cold.
What is the Ad Share Program, exactly?
Connecticut Website Company books a recurring rotation of 30-second TV spots on NBC CT, Fox 61, and WTNH. Each spot in the rotation is a different CT small business. We produce all the spots in our Southington studio — script, shoot, edit, broadcast-master. We negotiate the rate as a single buyer instead of 12 individual buyers. Each participating CT business pays a flat monthly fee — typically $300 to $500 — and gets a guaranteed number of broadcast airings each month on the actual local TV stations.
Why is it so much cheaper than buying solo?
Three reasons. First, volume — we're buying 12+ slots a month at once, which gets us a per-slot rate a single advertiser can't access. Second, production efficiency — we shoot a batch of spots in one studio block, amortizing the production cost across all participating businesses. Third, relationship — Rich's 25 years in CT broadcast means we're not a stranger to the station ad desks. None of these levers exist if you walk into NBC CT alone with a $500 budget.
Walk in solo, you're quoted a $5,000/mo minimum. Walk in through the Ad Share Program, you start at $300. Same NBC CT, same Fox 61, same Hartford-New Haven DMA — the difference is who's negotiating the rate.
When is Ad Share the right choice?
- CT small business under $3M in annual revenue
- Total monthly ad budget under $2,000
- You serve a wide CT geography (Hartford-New Haven DMA, not one ZIP)
- Your offer is broadly understandable in 30 seconds — restaurant, contractor, service business
- You want awareness, not retargeting
- You don't need control over which specific dayparts your spot runs
When should you do a solo buy instead?
- You're a $3M+ CT business with a $5,000+/mo broadcast budget
- You need a specific daypart (e.g. only the 6pm news) for a tightly-timed offer
- You want exclusivity — no competing CT businesses in the same rotation
- You need to rotate creative weekly — solo buys give you that flexibility
- Your offer requires longer than 30 seconds (60-second spots, etc.)
- You're running a tightly-timed seasonal campaign and need full control
Does the Ad Share Program actually work?
Honest answer: it works dramatically well for awareness, modestly well for direct response. CT small businesses on the rotation report 'I saw your commercial on Fox 61' as a regular line at the counter or on the phone — that's the awareness payoff. Direct lead attribution is harder; broadcast TV doesn't ship a click-through report. We pair the Ad Share Program with OTT retargeting against your website visitors to close the attribution loop. The combination — awareness on linear, conversion on OTT — is what actually moves the needle.
What does the production look like?
Each participating CT business shoots their own 30-second spot in our Southington studio — green screen, broadcast lighting, broadcast-grade audio. We script the spot together, shoot it in a 2- to 3-hour studio block, and have a broadcast-mastered final inside 7 to 10 days. Production is included in the monthly Ad Share fee for clients on a 12-month commitment; for shorter commitments it's a one-time setup fee.
Awareness on linear, conversion on OTT. That's the stack. Linear gets the spouse and the in-laws talking; OTT closes the loop with the people who visited your website.
What stations does the rotation actually run on?
NBC Connecticut (WVIT, Channel 30), Fox 61 (WTIC, Channel 61), and WTNH (ABC 8) — the three primary broadcast stations covering the Hartford-New Haven DMA, which per Nielsen DMA data is about 1.4 million TV households. Specific dayparts vary by month based on the rate environment, but typical placements are early news, late news, primetime adjacency, and weekend morning. We send a monthly airing report to every Ad Share participant.
Is there a minimum commitment?
We offer 3-month, 6-month, and 12-month commitments. 12-month gets the best rate and includes production. 3-month is the entry tier — production billed separately, slightly higher monthly rate. We don't do month-to-month because the rate negotiation with the stations is built around guaranteed inventory.
What about non-broadcast (cable, OTT)?
Cable TV (Optimum, Comcast/Xfinity) is a separate buy and we can layer it on if your CT business needs ZIP-code-level cable targeting. OTT (Roku, Hulu, Fire TV) is the most flexible layer — we routinely combine the Ad Share Program (linear awareness) with OTT (digital retargeting) for a complete TV stack at $700 to $1,500 a month total. That stack is what we recommend to most CT small businesses serious about TV in 2026.
Want to see if Ad Share fits your CT business?
Tell us what your business does and where in CT you serve. We'll come back inside 48 hours with the actual monthly rate, the airing volume, and which stations and dayparts you'd be running on. No proposal theater. Studio is in Southington, ten minutes off I-84 — come visit, see the rotation, meet Rich.
Rich Conway
Founder · 25+ yrs CT broadcast radio