Media General details 2010 Political ad revenues


Media General announced that its 18 broadcast television stations generated some $41.5 million in Political ad revenues through 11/2. Four Media General stations generated about two-thirds of the total, including WFLA Tampa; WCMH Columbus, Ohio; WSPA Spartanburg, S.C.; and WJAR Providence R.I. Additionally, a late surge in advocate group and party spending for two hotly contested Congressional races in the Virginia 5th and 9th Districts generated more revenues than anticipated for WSLS in Roanoke, Va., and WJHL in Johnson City, Tenn.

“Media General benefited from a surge in issue and national party spending in the final weeks and days leading up to November 2. Our stations, most of which are rated number one or number two in their respective markets, were in an excellent position to benefit from Political advertising this year. We generated nearly $24 million in Political revenues in October and the first two days in November,” said CEO Marshall Morton.

Political revenues at WFLA and WCMH were the result of gubernatorial and U.S. Senate races, and WCMH also benefited from three hotly contested Congressional races. WJAR generated the majority of its revenues from Rhode Island’s gubernatorial race and from a Congressional race in Massachusetts. The gubernatorial race in South Carolina and a Congressional race in North Carolina accounted for the majority of Political revenues generated by WSPA. Media General stations in Alabama and Georgia delivered significant Political revenues this year from gubernatorial elections in both states, and a Congressional race in Georgia.

In addition to the Political revenues from its broadcast television stations, Media General’s newspapers generated approximately $450,000 in Political revenues and the company’s websites garnered approximately $50,000. “While the dollars are much smaller compared to television advertising, we were pleased to see our other media platforms viewed as a reliable way to convey issue and campaign messages to a target audience,” said Mr. Morton.

“Robust broadcast revenues from Political advertising, Winter Olympics spending and the underlying firming of our television business, as well as our aggressive expense reductions implemented in 2008, 2009 and this year, have made a significant contribution to our year-over-year performance improvement in 2010.
As a tribute to the outstanding contributions by our employees during the extremely challenging times of the past few years, we have awarded them a one-time payment. Employees who gave up income during 2009 as a result of Media General’s furlough program received a cash payment on October 25, 2010, which was the equivalent of two furlough days,” Morton said.

The one-time reward, approximately $1.5 million in total, was included in the company’s Q3 report.