The Crush Of 2012 political ad spending, forecasted to be as much as $3 billion by Kantar/ CMAG, has compelled TV networks and their partner stations to modify the spot-swapping concepts that helped enrich both in the 2010 midterm elections. At the fore is ABC, which two years ago debuted its Inventory Exchange System, designed to make the most of demand for spots around election time and boffo shopping days such as Black Friday. With Rebecca Campbell, president of ABC's owned stations, playing a key role, ABC and its affiliates have expanded the mutually popular concept as this election season heats up.
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