:: By Lynn Cortelezzi, Empower MediaMarketing Vice President of Local Broadcast Strategy

This year is predicted to usher in strong political advertising — much to television stations’ delight. The government has ensured this influx by lifting the spending limit on corporations and unions running support or attack ads.

One glimmer of light for an advertiser is that political money placed by companies and unions will need to pay top dollar and will not qualify for the lowest unit rate.

Lifting the spending limit has caused uproar from the Congress which has spun into company hesitancy to place political advertising. Companies are not willing to jeopardize their standing in the eyes of the government by taking advantage of a law that Congress is fighting the Supreme Court to overturn.

Navigating the Political Ad Blitz
As more political money is placed on television stations, non-political advertisers have a greater propensity to be displaced causing disruption to the original plans. Our recommendation for schedules that must run in the political window is to place early to secure inventory and be more flexible with schedules running in the general election window.

To avoid the possible disruption of schedules, look at opportunities beyond television during this period. News areas on station websites, mobile or radio may become key vehicles during fourth quarter. The wild political atmosphere is merely beginning so hang on for what looks to be an exciting year.

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