Political Ads Now Filling the Air in Roanoke

Like a lot of other swing state markets, Roanoke (VA) is enjoying a windfall in political advertising this election season, even as viewers complain about the incessant spots. Jeffrey Marks, GM of CBS affiliate WDBJ, says the market is now expecting to get more than double the $5 million originally forecast from the presidential contest alone.

• First and foremost, stations must assure adequate inventory to accommodate federal candidates’ unique right to reasonable access to air time prior to the election.
• Stations have much more flexibility with state and local candidate ads.
• Also problematic now is the proliferation of political ads that contain false statements, and whether stations can be held responsible for them.