Local TV Soars as Political Ads Surge in US Presidential Race
### Local stations experience a surge in advertising revenue
Local television stations across the United States are experiencing a significant boost in advertising revenue as political campaigns ramp up their spending on television ads in the run-up to the 2020 presidential election.
According to the Television Bureau of Advertising (TVB), political advertising spending on local television is expected to reach a record high of $6.5 billion this year. This represents a 20% increase over the $5.4 billion spent in the 2016 election cycle.
The surge in political advertising is being driven by a number of factors, including the large number of competitive races, the increased use of television ads by candidates, and the rising cost of advertising.
“Political advertising is a major revenue source for local television stations,” said TVB president and CEO Steve Lanzano. “It helps to support local news and other important programming.”
### Candidates target local voters with TV ads
Political candidates are increasingly using television ads to target local voters. This is because local television stations have a strong reach in their communities and can help candidates to connect with voters on a personal level.
“Local television is a great way to reach voters where they live,” said Larry Sabato, director of the Center for Politics at the University of Virginia. “Candidates can use television ads to talk about local issues and to highlight their ties to the community.”
### Local stations benefit from political advertising
The surge in political advertising is a major boon for local television stations. The additional revenue is helping to support local news and other important programming.
“Political advertising is a win-win for local television stations and viewers,” said Lanzano. “It helps to keep local news on the air and it gives candidates a way to reach voters.”