TV stations could see a $2.8 billion political ad windfall...
TV stations could see a $2.8 billion political ad windfall this year, up $500 million from 2010, Moody’s said. That would mark the biggest increase by dollars ever from one election cycle to the next, it said. Broadcasters in swing…
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states stand to gain the most from this year’s election, Moody’s said. They include Gray TV, LIN TV, Media General, Newport TV, Nexstar and Sinclair. Still, the surge in political spending “won’t noticeably improve the sector’s stable outlook,” Moody’s said. High-profile ballot initiatives in California could also help stations there, it said. “Core advertising for non-political segments including autos and retail -- a function of GDP -- will grow more slowly than political advertising,” said the report on TV stations’ political ad sales. Such core ad sales still account for more than 70 percent of the industry’s total revenue, it said.