Political advertising floods the airwaves every four years like clockwork. But this time around, two candidates alone — billionaires Mike Bloomberg and Tom Steyer — delivered an unprece…
“Broadcasters are definitely appreciative of the windfall they’ve had,” said Jason Wiese, senior VP and director of strategic insights for New York-based VAB, a trade association for media outlets that sell video-based advertising.
Sen. Bernie Sanders led the charge for the non-billionaire bunch with $58 million in TV advertising commitments to date. Sanders spent some money on TV as early as last October but the volume stepped up in January and February, according to FiveThirtyEight., the nation’s largest owner of TV stations, talked up the political ad gusher during its Feb. 26 earnings conference call.
“I think you’ll see first quarter will be more robust than in years past on a percentage basis but also on a just a true level spending basis,” said Tegna CEO Dave Lougee told investors on Feb. 11. “Even without Bloomberg, I think first quarter would be very, very strong. And so Bloomberg, obviously, has been additive to the primaries.”
“When he entered the race he was a relative unknown to voters outside of New York,” Wiese said. The TV blitz “built him into a viable and credible candidate.” Wiese said broadcasters in California, Texas, Ohio, Illinois, Florida, Ohio, Pennsylvania and other large states are poised to see more political floodgates open as the year progresses. VAB is tracking about 65 races for Senate, House and gubernatorial posts that are expected to generate eye-popping amounts of ad spending.
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