[opendtv] News: Broadcasters Reap Campaign Bounty

  • From: Craig Birkmaier <craig@xxxxxxxxx>
  • To: OpenDTV Mail List <opendtv@xxxxxxxxxxxxx>
  • Date: Tue, 1 Jun 2004 10:36:24 -0400

Broadcasters Reap Campaign Bounty

By Bill McConnell -- Broadcasting & Cable, 6/1/2004 8:54:00 AM

For TV stations, the election year party is rocking months earlier 
than anyone expected. The guests of honor are stations with strong 
news.

Long before the usual burst of campaign ad spending following the 
August political conventions, candidates, parties and interest groups 
are buying up ad time in presidential "swing" states and in markets 
with tight races for governor and Congress. For network affiliates in 
the 21 presidential battleground states, that means double-digit 
increases in campaign revenue, compared to this point four years ago.

Hearst Argyle, Scripps, Belo, Gannett and Sinclair all have reported 
major boosts to first quarter revenue, thanks to the infusion of ad 
dollars. Part of their thanks should go to their news operations. 
Campaign buyers almost exclusively reserve TV buys for stations with 
well-rated local news. "It's going to be a great year for local 
stations that have made an investment in news" says Sanford Bernstein 
& Co. analyst Tom Wolzien.

  Industry analysts predicted last fall that stations' take from this 
year's election would jump sharply-up 60% from 2000 to as high as 
$1.6 billion. But all seem surprised that so much has been spent so 
quickly.

  The money has already shown up in the first quarter performance of 
top TV stations groups. For instance, Hearst Argyle's political take 
during the first three months of 2004 was $10.1 million,  up 31% from 
the $7.7 million in political money during the first three months of 
2000, the last presidential election year.

  Similar infusions were enjoyed by Scripps, up 147% to $4.2 million, 
Belo, up 13% to $4.5 million and Sinclair, up 21% to $2.8 million.
 
 
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