The Roanoke/Lynchburg market apparently got a bigger share of political ad spending than Hampton Roads, according to reports from Ralph Berrier in Sunday’s Roanoke Times and a piece in today’s Norfolk Virginian-Pilot.
Berrier reviewed filings with the four major stations in the Roanoke/Lynchburg market and found they took in $27.1 million during the presidential election campaign. The market was among the top 10 nationally for political ads for much of the late summer and fall, in part because the ad rates are lower here relative to larger media markets.
The Virginian-Pilot analysis of political ad sales to the four Hampton Roads stations found that the commercials amounted to more than 260 hours of air time. That doesn’t include the barrage of nationally broadcast ads bought directly from networks or cable outlets.
The stations collectively took in more than $21 million for airing more than 31,300 spots – most of them 30-second commercials – according to the analysis of political ad sales reported to the Federal Communications Commission.