Political Ads Swamp Inventory

With political-ad spending primed to hit a record$1 billion by Election Day, broadcast inventory is tight or sold out in most of the top 25 U.S. markets. And media buyers do not foresee this perennial shortage ending with the ban on “soft money” political contributions.

In markets with hotly contested races, prices could double by Election Day, sources said. In Bos ton, for example, a primetime 30-second spot was averaging $6,000-7,000 at the start of the fourth quarter; it is now 60 percent higher and could rise even more.