The Presidential election in 2008 seemingly has a record number of candidates who will apparently have a record amount of money to spend on political advertising. One would think that broadcasters would be celebrating their likely share of this spending. While broadcasters will no doubt be the recipients of much political spending, the timing of this election’s early primaries may also present problems – as political advertising will be running during the broadcasters’ busiest advertising season – the period between Thanksgiving and Christmas. Many of the largest states are now planning a primary in early February, meaning that the lowest unit rate window for political advertising, which begins 45 days before a primary or caucus, will become effective the weekend before Christmas. And for those states with earlier contests (Iowa, New Hampshire, Nevada and South Carolina), the lowest unit rate period will be in effect for much of December.
Of potentially more concern will be the fact that candidates will be entitled to reasonable access to the airwaves even before the lowest unit rate periods begin. Under FCC rules and policies, once a candidate is legally qualified to be on a ballot in a state (or for President, once he or she is qualified in ten states, the candidate is qualified in every state), the candidate is entitled to reasonable access to all "classes and dayparts" of advertising time offered by a station. While the determination of how much time is reasonable is in the discretion of a station, that discretion is not absolute. Stations must provide at least some time in all dayparts to all qualified candidates for President who request such time, so this may put a strain on commercial inventory in the pre-Christmas period in many states with hotly contested Presidential primaries or caucuses.
Continue Reading Early Presidential Primaries May Present Christmas Season Problems for Broadcasters
