Cable Advertising Hopes to Get Politically Correct

CABLE ADVERTISING HOPES TO GET POLITICALLY CORRECT
[SOURCE: Multichannel News 5/9, AUTHOR: Stuart Schley]
Cable’s pursuit of billions of dollars in 2008 political-campaign advertising may be stymied by what one national-campaign strategist called a “massive lack of flexibility” in the way operators handle the placement and airing of spots. That’s how political media advisor Kyle Roberts described frustrations common to campaign media strategists, who say cable pales in comparison to over-the-air television in adapting to the urgency and scheduling needs of campaigns that often change out spots on the fly. Roberts, president of Smart Media Group, said close to $1.1 billion of the $2.1 billion in advertising tied to 2006 elections was spent in the final 30 days leading up to the election. Local-cable-advertising organizations need to be better prepared to deal with a flurry of traffic instructions and copy changes that typify political advertising, he added.
http://www.multichannel.com/article/CA6440563.html