Declining viewership for local TV news has political advertisers looking elsewhere

John Consoli reports that although political campaigns and interest groups prefer advertising in local newscasts because they are watched by a lot of likely voters, the decrease in ratings has forced them to look elsewhere. “The majority of their spots — around 60% — in recent years actually end up in entertainment and sports programming,” he writes. College football, golf and NASCAR attract Republican viewers, while daytime and late-night shows attract Democrats. And “60 Minutes” and “Dateline” viewers tend to be Democrats. || Related: For the first time ever, the number of U.S. households with TV sets projected to decline in 2012 (Kansas City Star) | Third-quarter online advertising rises 22 percent compared to 2010 (Interactive Advertising Bureau)

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  • Anonymous

    Democratic candidates needn’t bother buying ad time, since the overwealming majority of the content of local and national newscasts are effectively “contributions in kind” to the Democrats.

    Republicans needn’t bother since their partisans and fair-minded independents have long recognized this fact and no longer watch.