TV Stations Cope with Political Ad Overcrowding

Overcrowding is a perennial problem or, to be more exact, biennial problem for broadcasters and their advertisers. Every even-numbered year, money from candidates, parties and advocacy groups soars, swelling the top line, but creating a headache for station managers that have to cope with excess demand.

Evan Tracey, who tracks political spending at the Campaign Media Analysis Group, believes it will approach a record $3 billion this year with TV stations getting most of it. According to BIA/Kelsey, TV station revenue will rebound to $18.5 billion this year. If $2.5 billion of that is political, the category represents 14% of broadcasters total take. While advertisers may groan at the overcrowding and the higher rates of election season, it's not the windfall for stations they may think it is.