• by Joe Mandese  @mp_joemandese, November 1, 2004

Perhaps more than in any political season before, media outlets showed their political stripes during the period leading up to today's presidential election. In some cases, as in Sinclair Broadcasting's decision to present part of a controversial documentary critical of John Kerry's Vietnam War record, advertisers let their displeasure be known--and felt--pulling ads off the broadcaster's local TV stations.

The repercussions for Sinclair may be even more profound, as at least one advocacy group has called on federal regulators not to grant the company TV station licenses when they come up for renewal.

Given the controversy, MediaDailyNews asked InsightExpress to poll the MediaPost advisory panel for their views on the matter, and to find out to what extent politics might influence media buying decisions.

Surprisingly, more than half (52.5 percent) of media planners and buyers participating in the poll said network's slant can influence how they invest their advertising dollars.

Does a network's political slant ever have an effect when investing your advertising dollars?

Yes
52.5% 
No     47.5% 

Source: MediaPost Advisory Panel. Base = 202. Surveyed online last week by InsightExpress.

Nearly half (47 percent) of media agency executives said they felt broadcasting outlets like Sinclair do not have the right to air politically partisan news stories that could influence the outcome of an election. About two-thirds said they should not do so, and that it would be inappropriate if they did.

What is your opinion about broadcasting outlets like Sinclair airing politically partisan news stories?

            It's their right   They should do so   It's appropriate 
Agree                    38%                 10%                16% 
No Opinion               12%                 22%
15% 
Disagree                 47%                 66%                67% 
Unsure                    3%                  2%                 2% 

Source: MediaPost Advisory Panel. Base = 202. Surveyed online last week by InsightExpress.