The four congressional campaign committees are old hands at putting together a warchest so they can take the offensive or mount a defense of a contested seat during the general election. This year, three of the four aren’t waiting for fall to get dibs on airtime.
With an unprecedented amount of cash expected to be unleashed by the Supreme Court’s Citizens United ruling, experienced politicians in Washington are making sure they aren’t shut out when it is time to spend their money. Areas that are sure to fall into the battleground category are the early beneficiaries.
According to Politico, the Democratic Congressional Campaign Committee has the most time reserved — $32M spread across some 26 congressional districts.
The National Republican Senatorial Committee is second with $25M worth of time booked in six states.
The Democratic Senatorial Campaign Committee has reserved $15.6M in three states.
Only the National Republican Congressional Committee has yet to get out its wallet.
The early bookings do more than assure airtime when demand gets hot and heavy – they also lock in a price before the law of supply and demand sends spot prices sky-rocketing.
RBR-TVBR observation: Elections are intense but seasonal and for most do not take place every year. It will be important for broadcasters to work closely with their best clients so that critical long-term relationships suffer as little damage as possible.