• Post-Crescent, Monday, November 6, 2006 11:45 AM

If Goodwill Industries of North Central Wisconsin was up for election, it would have had a much better chance of getting its message out in prime time. "This is our very busiest time with back-to-school and Halloween," says Bob Pedersen, president and CEO. "It's important for us to get air time." But the group's choice of air times for its 30-second spots have been largely pre-empted by political campaign ads.

Common Cause of Wisconsin, a government watchdog group, said spending by candidates in the Dairy State could top $20 million, squeezing out advertisers that need the time. Most of the TV time has been purchased by candidates and interests for both the governor's race and a local congressional race. Most advertisers don't buy a fixed time, and every one takes a certain amount of risk, says Steve Lavin, the general sales manager for WBAY-TV, Channel 2, in Green Bay. "It's most economically favorable to buy pre-emptible time," he says.

"We plan in advance for the political window," adds Joanne Simon, an ad consultant with Goodwill. "Because Goodwill is a nonprofit, the TV stations make sure we get good cost efficiencies."

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