Election ads on track to outpace 2008 spending

Political advertising goes into high gear this week: Money will be flying and inventory at TV stations will be tight. Three-quarters of the $3 billion expected windfall will be spent in the next seven weeks, Evan Tracey, president of Kantar Media's Campaign Media Analysis Group, told broadcasters at last week's TVB Forward conference in New York. Ad spending for this year's midterm political season is already pacing $160 million above the same period in 2006, and the final tally is likely to best the general election in 2008. "It's the most competitive political environment I've ever seen," Tracey said. Just about every media segment will see increases this year, led by local TV, with radio and cable also being up. Digital and social media will also be on the rise, but at a slower pace.

Sinclair Broadcast Group Inc. said Monday it expects its television stations to bring in less money from political advertising than previously forecast. The Hunt Valley broadcaster said it expects about $9 million in political advertising for the third-quarter ending Sept. 30. That is down from the $9.5 million in political advertising forecast previously. With two weeks remaining in the quarter, Sinclair's stations have brought in about $7.7 million from political ads, the company said.