Closer-than-expected midterm elections brought an unexpected gift for the local TV stations in Richmond: more advertising revenue.
Incumbents Eric Cantor and Tom Perriello were the big spenders.
At WTVR, the local CBS affiliate, Republican Rep. Eric Cantor spent $55,000 over about a two-week period. He had spent $40,000 until opponent Waugh started advertising, and then he added another $15,000.
By comparison, Democrat Rick Waugh, who ran for Cantor’s 7th District seat, spent around $3,000. Floyd Bayne, the tea party candidate, didn’t spend anything.
Democrat Tom Perriello, representative for the 5th District, spent $46,000 for ads on WTVR, up dramatically from two years ago, when he spent $5,000.
“Compared to a senate or governor race, or a presidential race, it’s obviously light spending,” said Stephen Hayes, the WTVR station manager.
“But for a congressional race, it was above normal for Richmond,” Hayes said, adding that some markets see far more spending on congressional races.
Another bonus for local TV stations: When politicians buy up inventory, the price goes up for other advertisers.
At WWBT, NBC 12, Cantor spent $71,195 on ads, while Democratic candidate Rick Waugh spent $2,195.
Perriello spent $110,205 on ads since Oct. 4.
Don Richards, the general manager at NBC 12, said that the races were more active than he expected. But he added that it’s not like the good months during a big election.
“It’s not even 50 percent of spending in a year with a presidential or governor’s race,” he said.
Meanwhile at WRIC, the local ABC affiliate, Cantor spent between $40,000 and $45,000, while Waugh spent less than $2,000.
Amy David is a BizSense reporter. Please send news tips to Amy@richmondbizsense.com.
Thanks for this info, but it begs the question: How much did Hurt spend?
Correction to your article above, Candidate Floyd Bayne spent $3,000 on television ads. Contact Floyd Bayne’s office (www.floydbayne.com/contact) or Comcast (publicly available information) for confirmation. Please update your article.