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By the RadioActive Media Team

The shortage in broadcast inventory and rate hikes are concerns in every political year. For planners, their work began early this year. Advertisers planning for 4^th and even 3^rd quarter need to put their campaigns in motion as soon as possible to lock up their commitments and rates.

The political ad campaigns are “extraordinarily active” already this year according to Sam Hassell, SRR Regional Manager, Salem Communications, causing increased prices and reducing inventory for advertisers. “Rates are climbing on the national front on network and national spot,” he continued.

Media planners and advertisers should plan sooner for 4^th quarter and particularly for November. They should also think about state primary pressures for August. Know the markets where campaigns are that might affect you. You can anticipate more independents in primaries who are heating up Republican races in addition to the standard two-party and Tea Party competitions. These additional campaigns continue to absorb more inventory, inflating the pressures of time and cost further.

In general, Hassell says to expect an increase over the same quarter last year. Advertisers should plan to book campaigns as early as possible to secure inventory and get the best rates possible.

Contact Jeff Pollak at 800/599-RADIO (7234) and we can discuss the many ways we can help with you media planning during the political season.

For more information on political season planning,  see our post Political Planning Part 2

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Tags: 4th quarter broadcast inventory, political ad campaigns, Salem Communications

This entry was posted on Tuesday, May 25th, 2010 at 2:42 pm and is filed under Expert Advice and Case Studies, Radio Advertising. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.