Overcrowding is a perennial problem or, to be more exact, biennial problem for broadcasters and their advertisers. Every even-numbered year, money from candidates, parties and advocacy groups soars,
swelling the top line, but creating a headache for station managers that have to cope with excess demand. Evan Tracey, who tracks political spending at the Campaign Media Analysis Group, believes it
will approach a record $3 billion this year with TV stations getting most of it.
According to BIA/Kelsey, TV station revenue will rebound to $18.5 billion this year. If $2.5 billion
of that is political, the category represents 14% of broadcasters total take. While advertisers may groan at the overcrowding and the higher rates of election season, it's not the windfall for
stations. David Barrett, CEO of Hearst Television, discounts the political dollars that come into his stations by 50% because of the finite availabilities and the crowding out of other advertising.
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