With the 2016 presidential campaign’s conclusion just two weeks ago, there’s already chatter about what will happen in the coming years in regard to political dollars in the media.
Steve Lanzano, President/CEO of the Television Bureau of Advertising (TVB), looks back at the down-ballot activity seen this year, and can only wonder what the next four years will bring when it comes to candidates and total dollars.
He’s certain about one thing, however.
“Broadcast TV will play a big role in 2018,” he says.
In 2016, U.S. Senate races in large part turned to local television to help convince undecided voters that their candidate was the best choice come Nov. 8.
“Spending was way up,” Lanzano says. “These candidates have to create awareness, and local broadcast TV is the most effective way to do so.”
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