Nonprofits buying more air time

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The NY Times notes with Media Monitors numbers that governmental agencies, labor unions and nonprofit groups bought 41.7% more radio spots in 2010 than they did in 2009. They were the fifth-largest buyers of radio time last year, up from No. 10 in 2009.


“We have seen a shift where more and more and more government agencies are turning to media to get their point across—for example, urging people to get flu shots,” Dwight Douglas, Media Monitors VP/Marketing told the paper.

Douglas suggested that unions and interest groups were also taking advantage of the new freedom given to them by the Supreme Court’s campaign finance decision handed down last January.

RBR-TVBR observation: Yes, we were bombarded with flu shot efforts everywhere we went, it seemed late last year (especially October-November). It almost seemed when you went to a chain drug store, you wouldn’t be allowed to leave without one. But also, the non-profit buys of advocacy ads supporting candidates and ballot issues was a major factor as well in these non-profit buys last year.