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Now Open: Political Advertising Window on Boston Radio

Sep 8, 2020 10:11:55 AM / by Larry Julius

On September 4, the political advertising window opened on Boston television and radio stations.  This is a 60 day period leading up to a general election when broadcast stations licensed by the Federal Communication Commission are obligated to offer candidates for national office the opportunity to buy commercials at the lowest unit rate (LUR).

For example, if a high-frequency advertiser like McDonald's earns the lowest rates on a particular Boston radio station during morning drive-time, then any candidate for federal office must, during the 60-day political window, be offered the same rate for morning drive time on that station, regardless of frequency.

If, however, the McDonald's rate is contingent on the radio station's ability to pre-empt commercials without notice, then qualified candidates must agree to identical terms to receive the same rate.

To facilitate the purchase of commercials on Boston radio, stations will supply candidates with a political rate-card.  This card will show the LUR by time of day and by preemption parameters.

Here are other important facts about political advertising on Boston radio.

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Topics radio advertising, political advertising, issue advertising, political rates, advertising on radio, lowest unit rate, LUR

Advertising in Boston: The Radio Century

Aug 20, 2020 7:02:00 AM / by Larry Julius

Boston radio reaches more area adults every week than any other medium. During a typical seven-day period, according to Nielsen, 3.5 million local consumers tune-in to their favorite AM and FM stations. This is significantly more than those who watch broadcast television, subscribe to pay-TV, browse social media, read a newspaper, or stream music from Pandora and Spotify.

Radio's omnipresence in the life of Boston consumers is remarkable considering today is the medium's 100th birthday.

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Topics best way to advertise, reach, radio advertising, roi, advertise on radio, return on investment, radio commercials, radio history, advertising on radio

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