Politics and Direct Response Advertising
As the race between Democrats and Republicans for control of the House gears up, many direct response advertisers find themselves wondering why they are suddenly struggling to achieve goals – failing to realize the impact politics has on their response. The primaries last week already proved to have several shake-ups which stands to increase what will already be a very large budget for this year’s general election. Here are a few things to think about as the general election window opens and we head into the primary election. Estimates show that political spending will equal or exceed the record setting spend of 2014. Political window/LUR – First and foremost, politicians have protected rates. They are granted “LUR” (lowest unit station rate) for any and all ads placed – regardless of “class”. In any daypart, a political candidate that meets the criteria for a political advertisement must be granted the lowest rate placed in that daypart by any advertiser. As a result, stations ensure
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