WIAA Buying TV Commercials?

I just saw a commercial from the WIAA on WKOW promoting sportsmanship. As a former high school athlete, I'm all for sportsmanship. I don't care where the money comes from, but should the WIAA be buying ANY TV commercials on the subject? Especially at an hour when their student athletes should be sleeping in preparation for a new day of learning? Push it down to the coaches, WIAA. It'll be cheaper and a hell of a lot more effective.