Political-Ad Rate Up in the Air

POLITICAL-AD RATE UP IN THE AIR
[SOURCE: Broadcasting&Cable, AUTHOR: John Eggerton]
With the first of the presidential primaries only six months away, broadcasters are urging the FCC to rule quickly on how online auctions of radio and TV ad time might figure into the rate that stations are required to charge political candidates for their campaign spots. Factoring in the auctions could temper the political-ad­spending windfall that stations are expecting from this election season, estimated at upwards of $3 billion. But broadcasters say a speedy resolution will at least enable them to prevent a logistical nightmare down the road.
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