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Advertisers are likely to see rate increases if the Federal Communications Commission gives free TV airtime to political candidates, said industry executives.
FCC Chairman Bill Kennard said last week his agency will explore the possibility of requesting broadcasters to provide free or discounted airtime for candidates on federal and state levels. Prominent members of Congress vowed to block any ruling, citing it is beyond the FCC’s purview.
Not surprisingly, ad industry groups and agencies are balking at the potential ramifications.
“Certainly this would have a negative effect on advertisers,” said Allen Banks, executive vice president and director of media for Saatchi & Saatchi.
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