Who is the demographic that votes?
Thats our viewers, and everyone is going to pay to reach them.
That positioning is taking effect 12 months before Americans vote.
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Its a big deal.
The bottom line is they are dying for this money.
The core business is extremely weak, said another political ad player.
Its a big deal.
The bottom line is they are dying for this money.
The core business is extremely weak.
In overall ad spending, broadcast is by far the biggest chunk, though its share is shrinking.
Some 60% of smart TV homes have cut the cord, so they dont necessarily have broadcast TV.
On the flip side, many local stations have increased their streaming presence.
Digital gains in political ad spend are more prevalent around cities compared with rural areas.
Connected TV is expected to total $1.3 billion, or about 13%.
Digital, meanwhile, is projected to reach $1.2 billion, led by Google and Facebook.
But that doesnt look like it will curtail the winning, to paraphrase the former Celebrity Apprenticehost.
But broadcasters are still bullish about political ad revenue overall.
He said its expected that the 2024 presidential cycle will break previous records.
It is what makes the difference.
The voters who make a difference are 35-plus.
The overall pie continues to grow, Jones said.
Gray has five stations in Iowa, and spending there started earlier this year than in the 2020 cycle.
Moreover, anyone watching so-called FAST channels such as Pluto TV are already inundated by issue ads.
In the Washington, D.C. market, a PhRMA ad attacking pharmacy benefit managers airs multiple times an hour.
Thats especially true for Senate and gubernatorial campaigns, targeting a broad and mass audience.
Every election cycle has a new high that is largely baked in to forecasts.
But as the stakes get higher, political spending keeps rising.
Going into 2024, broadcast TV is projected to garner $1.4 billion from those ads alone.
Another advantage for stations: Buyers pay cash upfront.
They dont ask for money back or makegoods if GRPs, or gross ratings points, fall short.
It just comes down to election day Did we win or did we lose?
The ultimate haul, however, is determined race by race, market by market.
The more competitive the better.
The more unexpectedly competitive, ever better.
Thats where you get happy television executives.
If you are a station owner, you are hoping that happens.
You cant plan on it.
Its out your control.
You just have to double-check you have your assets in place.
But thats where you get the unexpected surprise to the upside, said Wieser.
Moreover, among the major streamers, Amazon, Disney+ and Netflix dont allow political ads.
