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Political Ad Spending Just Warming Up

Nothing has broadcasters more energized than the flood of political dollars expected to roll-in this year. The electoral map is a big reason. There’s a growing number of competitive House, Senate and governor’s races according to political experts, who also point out fundraising is going gang-busters. So TV’s early-year takeaway is the category is sure to spike in the coming months.
Nexstar Media Group CEO Perry Sook is so optimistic about 2018 he’s expecting “record levels” of political ad spending in 2018. “Political is ahead of expectations,” Sook said, telling analysts he expects Nexstar will book more than $200 million by Election Day.
Sinclair Broadcast Group COO Steven Marks expects they’ll book $8 million in political revenue during first quarter—four-times what the company billed in Q1 of 2017. Even more noteworthy is what Marks thinks Sinclair will get through November. “We are very optimistic for the 2018 political season and expect our political revenues to be $140 million to $150 million for the year,” he predicted.

Tegna’s political billings in Q1 are on par with four…

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