In Las Vegas, where the economic downturn hit with a particular vengeance, the November election was a terrific shot in the arm for TV stations. But businesses that were used to using television to get their message across had a bad time. They were virtually forced off the air in October, when the political mud-slinging, particularly between Democrat incumbent Sen. Harry Reid and Republican challenger Sharron Angle, got really fierce.
Because of Reid’s position as Senate Majority Leader and Angle’s as a darling of the Tea Party, that race drew extreme attention — and advertising. Consider this: According to the Campaign Media Analysis Group, in a study it conducted for CNN, during the second week in October alone campaign ads ate up 3,010 minutes of time on Vegas stations. That’s more than 50 hours. In just one week. Angle spent $31.2 million on her losing effort; Reid spent $24.9 million to win. Less dramatic millions were spent electing Republican Brian Sandoval governor of Nevada over Reid’s son, Rory. KSNV, the NBC affiliate in Las Vegas, was one of the principal beneficiaries, according to General Manager Lisa Howfield. To give you an idea how good things were for KSNV, she says, the station's October ad revenues were 23% better than 2008, which was a presidential election year, and a stunning 300% higher than October 2009. At the low end of the rate card, KSNV got $1,200 for ads that once sold for $250. What advertisers — and Howfield — didn't recognize is how wide the Citizens United decision by the Supreme Court last January would open the political advertising floodgates.