/// Preparing for the Political Ad Push

September 19, 2012  |  Media Week

Between now and Nov. 6, there will be nowhere to hide from the onslaught of political advertising set to hit more than $3.3 billion on TV. Behind the scenes at TV stations, traffic managers are juggling buys from presidential, House, Senate and gubernatorial campaigns, not to mention those put forth by various Super PACs. With so much demand on inventory, not every spot placed will make it on-air; other campaigns may find their ads running when no one is watching. How can campaigns keep tabs? That’s where Thom Carroll comes in. He and partner Joe Stoltz, the former head of the Federal Election Commission’s audit division, founded Campaign Media Accountability in April to give candidates the same kind of accountability services mainstream advertisers have relied on for years. Carroll took a break from the Senate campaigns he’s tracking to talk about why it’s critical for political campaigns to ensure they get what they paid for. Adweek : Where did the idea to start a verification service for political ads come from? Joe Stoltz and I met several years ago when I was working on a presidential campaign, and the FEC audited it. We were astonished that there was no independent accountability in the election business. There is no third party to verify and reconcile that everything in a political ad campaign happened the way it should happen. Now the political ad dollars have grown, and it’s a major advertising category. Why do campaigns need such a service? Very often campaigns end with debt, so they need the money. But the better answer is that they owe it to their constituents to account for the money that has been donated.

Excerpt from:
Preparing for the Political Ad Push

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