Television stations in the United States are required to air political ads of candidates at the lowest rates available. Issues ads from Political Action Committees (PAC) can be charged at any rate. The costs of the available issue spots rise as the inventory of available commercial spots empties. Political swing states draw PAC money to ensure they outspend opponents. The competition creates a wave of money that starts 45 days before a primary and 60 days before a general election. Local television stations in Ohio and Florida sell out their inventory with little effort. This study looks at how local TV stations wield political power by selling their ad time. An ethnographic study at WPTV-TV in West Palm Beach, Florida reveals the methods and means of sales representatives to comply with government regulations.
MEDIA BUSINESS, POLITICAL ADS, GOVERNMENT REGULATIONS, TELEVISION, POLITICS, ELECTIONS, SALES,
Paper Presentation in a Themed Session
Assistant Professor, Communication Arts, Georgia Southern University, United States