Tuesday, October 19, 2021


September 24, 2012 by · Leave a Comment 

This is a great year to be running a radio or TV station in a so-called second-tier market in a swing state. “I’ve been someone who always sort of pooh-poohs ‘This is the record year,'” Kantar Media researcher Ken Goldstein told NPR News. “But this really is a year when there is such focus on relatively few markets that the levels of advertising we’re seeing are really uncharted waters.” Since 2008, ad rates in those states have typically risen 300-600 percent. But in some key markets — Richmond, VA is an example — ad rates are up tenfold. At ABC affiliate KMGH in Denver, station sales exec Missy Evanson noted that her station’s revenue doubled every month in the third quarter (June, July, and August) and that October is expected to bring in $1 million more than it earned during the entire quarter. Being a station in a swing state requires a unique accounting strategy, Evanson told NPR, “The very next year is extremely tough for us,” she said. “The way that we will negotiate annual business and quarterly business next year is going to be a complete 180 from what we did this year.” For local advertisers in swing states, however, skyrocketing ad rates mean they have to turn to the Internet, cable-TV or print. Jon Bross, media director for a Colorado marketing firm whose clients have been shut out of local TV, told NPR, “You simply have to be more creative when the circus comes to town.”