Health Care Ad Boost for Cable and Stations

The health-care reform debate is giving national cable news networks an ad boost this month. And as influential politicians head home for August recess, local markets should see a bump, too. A new coalition backing the Obama administration's health reform plan launched a $12 million campaign this week with more to come. Americans for Stable Quality Care, the group fielding the campaign, is largely backed by the pharmaceutical trade association PhRMA, which has said it will spend $150 million on ads. "The reason to be optimistic if you're a local broadcaster is the fact that town halls have shown this is moving out into the mass market phase," said Evan Tracey, president of TNS Campaign Media Analysis Group. "It's more about public opinion now, which would lead me to believe this advertising has the potential to be sustained as long as the healthcare fight goes on in Washington." Tracey doubted the windfall would be enough to replace lost auto advertising, but he speculated that the healthcare debate could end up drawing dollars from health insurance companies, which have yet to enter the fray in any major way. "Congress could reach a compromise in September or it may drag on through the year. That scenario is good for broadcasters."