FCC's New Political Ad Disclosure Plan Has Broadcasters Concerned

Just as a banner season for political advertising is starting, the Obama administration has thrown broadcasters a curveball -- and broadcasters are hustling to figure out what it might mean in terms of costs and implications.

The Federal Communications Commission has proposed requiring television stations to post online information about their political advertisers. That information, currently kept in paper files at the stations, includes the names of candidates or groups requesting to run an ad, the reason for broadcasting the ad, the time and placement of the ad and its cost. Moving that information online to a website that would be run by the FCC has provoked concern from the National Association of Broadcasters. "The political file must be very frequently updated, particularly during the periods close to local, state and federal elections," said a recent letter by a NAB attorney to the FCC. "Developing a system of uploading, organizing, and ensuring timely online access to the political file presents a significant challenge." State broadcast groups have estimated the cost of meeting the new requirements would be $24 million in the first year and $14 million each year after that and have asked the FCC to pay those costs. Providing easy access to advertising information may also affect ad rates, the tone of some campaign commercials and candidate response times.