the files will be a nice tool for journalists, but I still can't see many average people taking the time to look at them, whether they are online or in an old cardboard box somewhere.
Re: Ad spending 2012
Tenacious
4/16/2012 9:41:18 AM
Back in early 2011, the FCC invited comments on whether or not the local public inspection file requirement is really necessary. At issue was the amount of time it takes each station to assure compliance with the public file requirement, which it estimated at the widely variable "2.5-109 hours"!
Looks like they determined the time is worth spending.
Re: Ad spending 2012
tokyogai
4/16/2012 9:34:16 AM
I think that the inofrmation will at leat be interesting. I wonder if online ads will have the same requirement in the future?
Re: Ad spending 2012
cat tail
4/16/2012 8:52:23 AM
Didn't the FCC try to eliminate the public files requirement altogether last year?
Re: Ad spending 2012
driven
4/16/2012 8:19:27 AM
Broadcasters will do well, but what this chart really says to me is how much more significant online ads have become.
chicken and egg
Dex
4/16/2012 8:06:01 AM
Maybe more members of the public would take the time to look at these files if they knew they had the right to look at them. How often do you see this publicized?
Borrell Associates estimates Political Action Committees, candidates and political parties will spend an estimated $9.8 billion in advertising this year. It will be the most expensive campaign in U.S. history. And while broadcast TV will get a smaller slice of the pie than four years ago, it still stands to get a huge windfall, as this chart explains:
Media
|
2008
Estimate
(Millions)
|
Spending
Share
|
2012
Projection
(Millions)
|
Spending
Share
|
'08-'12
%
Change
|
'08-'12
Share
Pt. Shift
|
| Newspaper |
$546.0 |
7.80% |
$699.5 |
7.1% |
28.1 |
(0.7) |
| Other Print |
$97.5 |
1.40% |
$174.9 |
1.8% |
79.4 |
0.4 |
| Broadcast TV |
$4,319.8 |
61.90% |
$5,640.3 |
57.3% |
30.6 |
(4.6) |
| Cable |
$468.0 |
6.70% |
$938.8 |
9.5% |
100.6 |
2.8 |
| Radio |
$552.5 |
7.90% |
$819.2 |
8.3% |
48.3 |
0.4 |
| Out of Home* |
$247.0 |
3.50% |
$377.4 |
3.8% |
52.8 |
0.3 |
| Direct Mail** |
$227.5 |
3.30% |
$285.3 |
2.9% |
25.4 |
(0.4) |
| Online |
$22.2 |
0.30% |
$159.2 |
1.5% |
615.6 |
1.2 |
| Telemarketing |
$500.5 |
7.20% |
$744.8 |
7.7% |
48.8 |
0.5 |
| U.S. Totals |
$6,980.9 |
100% |
$9,839.5 |
100% |
40.9 |
|
This is interesting: Rich Robinson, executive director of the Michigan Campaign Finance Network, found that $70 million in advertising had been unreported from 2000 through 2010 in Michigan. He got that number by personally examining public files, at one point driving 14 hours for a 15-minute visit to a station.
He told the FCC, "I can testify to you, unequivocally, that the threshold of effort necessary to report this important public interest story is too high for every news organization in Michigan, except mine."
So what do you think? Is online access to these files a solution?
While broadcasters continue to fight the FCC, some organizations are turning to do it yourself options to "Free the Files." With the help of readers around the country, ProPublica is collecting stations' public paper files containing data on political ads and posting them online because the information is generally unavailable elsewhere.
Working with students at the Medill journalism school at Northwestern University, ProPublica launched the database by looking at five local stations in the Chicago market. You can explore the results yourself: Here are detailed breakdowns of when the ads aired, during which programs, and how much each spot cost: Read the documents from the local affiliates of ABC, NBC, CBS, FOX and CW.
The blogs and comments posted on Investor Uprising do not reflect the views of Investor Uprising, PRNewswire, or its sponsors. Investor Uprising, PRNewswire, and its sponsors do not assume responsibility for any comments, claims, or opinions made by authors and bloggers. They are no substitute for your own research and should not be relied upon for trading or any other purpose.
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