Sky's the limit for 2012 political advertising


Staff member
Analysts have projected record revenues for broadcasters from this year’s elections. But just how big the political jackpot will be remains to be seen. Due to the Citizens United court ruling which gave free-rein to independent political action committees (PAC) to raise and spend money, creating the so-called Super-PACs, Sinclair Broadcast Group executives indicated in the company’s quarterly conference that the final figure could be beyond what anyone expects at this point.

Sinclair COO/Television Steve Marks began by answering an analyst’s query into whether broadcasters might have to turn down some political spots to keep from squeezing out regular advertisers. “They always come back,” Marks noted. “We’ll take the political money while we can – and it’s going to be enormous.”

“The PAC money that we’ve witnessed so far is more than interesting – it’s really an eye-opener,” the broadcaster said. “We’re only one month into it, but it’s very interesting what’s going on. It’s clearly different than what we’ve experienced and we’re really not dealing with a lot of volume yet,” Marks told the Wall Street crowd.

“January was very interesting and a huge eye-opener,” he continued. “If it is a taste of things to come, it’s going to be a very interesting year.”
Read More: Sky's the limit for 2012 political advertising - Radio & Television Business Report

Just in time for Obama's FCC to start looking for volunteers for spectrum auctions super PACs are dumping large amounts of dollars into the pockets of local broadcasters. It couldn't come at a better time.