A Broker’s Guide To LMAs

Colin Andrews
Colin Andrews
Erwin Krasnow
Erwin Krasnow

By Erwin Krasnow and Colin Andrews

A Local Marketing Agreement (LMA), also known as a Time Brokerage Agreement (TBA), is the sale by a licensee of discrete blocks of time to a “broker” that supplies the programming and commercial spot announcements to fill that time.

While LMAs have been around since the mid-1990s, we know of no FCC decisions or articles that focus on the role of the broker.

We will fill that void by providing advice tailored to individuals or companies contemplating entering into an LMA.

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Adam R Jacobson is a veteran radio industry journalist and advertising industry analyst with general, multicultural and Hispanic market expertise. From 1996 to 2006 he served as an editor at Radio & Records.