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(Atlanta, GA, August 27, 2024O This year, more than any other, Georgia is seeing more political advertising.  Over seventy percent of the advertising money for the general election is estimated to be spent in just seven states.  Georgia is considered a “battleground” state, with over 87 million dollars of incremental advertising coming into the market before Super Tuesday. Atlanta media outlets have become inundated with candidate spending. These ads can be seen as intrusive and obnoxious, and some are even untrue.  This is all thanks to special political advertising laws from the FCC.  Regarding political advertising, the rules of the game differ significantly from standard commercial advertising. As the 45-day and 60-day windows approach for primary and general elections, political campaigns in Atlanta must navigate a unique set of regulations governed by the Federal Communications Commission (FCC). Understanding these rules is critical for ensuring a campaign’s message is heard loud and clear, without legal missteps.

The Special Rules for Political Advertising

The FCC mandates that any individual who has publicly announced their candidacy meets all qualifications to run for office and is running within the appropriate federal, state, or local laws is entitled to purchase political advertising time within 45 days of a primary election or 60 days of a general or special election.

This particular time frame, known as the "political window," allows candidates to access advertising space, and crucially, it also comes with stringent protections. During this period, broadcast stations must run political ads in their original form, without censorship or alteration. Even if the content of these ads’ conflicts with the station's usual programming standards, the ads must be aired as submitted. This rule underscores the importance of working with an Atlanta ad agency that understands the nuances of political advertising and can craft messages that resonate with voters while adhering to legal requirements.

How this affects Atlanta Advertising Agencies and Advertisers

Atlanta ad agencies are guiding clients to hold off on their Q3 media until after the election. The glut of ad dollars has pushed rates into the stratosphere. Local agencies typically negotiate added value into their media buys by leveraging their long-standing relationships with the stations. Without inventory, there is nowhere to get added value for the clients.

The stations realize this is a once every four years situation and need to look out for their local advertisers.  They are doing everything they can to clear spots, but it might be a futile effort in this environment.

As the political landscape heats up in Atlanta, ensuring that your advertising strategy is both effective and compliant is more important than ever. This time, the best advice might be to sit on the bench until the election ends.