Mahoning Valley viewers can expect to see 5,000 spots on local TV

September 26, 2010 at 12:00a.m.

By DAVID SKOLNICK

YOUNGSTOWN

Those watching the Youngstown area’s local network television affiliates are already seeing plenty of political commercials — and with the election about five weeks away, they’re about to start seeing more.

Political candidates and committees, and special interest groups have spent or reserved commercial time to spend $2.32 million on campaign advertisements on the Mahoning Valley’s six network affiliates, according to an analysis by The Vindicator.

The affiliates are: WFMJ (NBC), WKBN (CBS), WYTV (ABC), WYFX (Fox), WBCB (CW) and MY-YTV (MyNetworkTV).

That’s about 5,000 30-second commercials on the local network affiliates with a large majority to be aired during the final weeks leading to the Nov. 2 general election.

Even so, the amount of money being spent this year is less than half of the political dollars spent on local network TV affiliates in 2006, the last time all the statewide executive office seats were up for grabs.

“We’re surprised that political spending is down,” said Kathy Sarna, a sales representative who handles political ads for WKBN and WYFX. “Everyone kept predicting Ohio was going to have a big year. We were expecting big bucks, bigger than the last time and it hasn’t happened.”

Jack Grdic, WFMJ/WBCB general sales manager said the stations “are pacing well below comparative election cycles these past few years and the only reason why is” there was very little summer election activity this year.

“I still expect an uptick these next two to three weeks so we’ll see how things shake out,” he added.

The Youngstown television market includes Mahoning, Trumbull, Columbiana and the western portion of Stark County in Ohio as well as Mercer and Lawrence counties in Pennsylvania.

“There’s a possibility that with our declining population we’re becoming less politically important,” said Paul Sracic, chairman of Youngstown State University’s political science department. “It could be candidates are spreading out their money, perhaps targeting voters on political websites and blogs. But television is really important. Serious candidates need to be on TV.”

Of the $2.32 million spent or reserved on Valley TV stations, $409,150 is from the Democratic Congressional Campaign Committee and $307,900 is from the National Republican Congressional Committee.

The two committees are organized by members of their respective political parties. The money raised is used to support the campaigns of congressional candidates.

The DCCC has reserved time on local TV affiliates between Oct. 4 and the Nov. 2 election. The NRCC has reserved time between Oct. 8 and Nov. 1.

The committees don’t provide information on which races will be featured in their TV ads, and there are no guarantees all — or even any — of the commercials will air. They can decide not to run them if political strategy dictates a change in advertising priorities.

But one race in the TV stations’ coverage area considered by congressional experts to be very competitive is between freshman U.S. Rep. Kathy Dahlkemper of Erie, Pa., D-3rd, and Republican Mike Kelly of Butler, Pa.

That congressional district includes a portion of Mercer County. [The major TV media market for this race is in Erie, Pa.]

Besides the two major-party gubernatorial candidates in Ohio and Richard Cordray, the Ohio attorney general, no candidate is spending more money for ads on Youngstown network affiliates than Dahlkemper.

She’s purchased $84,150 in Youngstown network air time. Kelly has spent $9,750 in this area.

The DCCC and NRCC may also target Ohio’s 6th Congressional District. Most congressional experts say U.S. Rep. Charlie Wilson, the two-term incumbent Democrat from St. Clairsville, is likely to retain his seat, but faces a challenge from Republican Bill Johnson of Poland.

Wilson has reserved $72,610 to have commercials run on Youngstown network affiliates between Oct. 19 and the Nov. 2 election. Johnson hasn’t purchased or reserved any time on the local affiliates.

U.S. Rep. Tim Ryan of Niles, D-17th, as well as his challengers — Republican Jim Graham of Cortland and ex-U.S. Rep. James A. Traficant Jr. of Poland, an independent — haven’t purchased or reserved commercial time on local affiliates.

Among the statewide candidates, the one spending the most money to broadcast and reserve time on Youngstown network affiliates in this traditionally Democratic area is John Kasich, the Republican nominee for governor.

Kasich is spending $232,200 in the Youngstown TV market for about 850 spots. He began airing commercials on Aug. 9 that have run continuously and has purchased additional time up to Oct. 10.

Gov. Ted Strickland, a Democrat, made a $224,215 buy for about 720 spots in the Youngstown market — he used to represent a portion of the district in Congress for four years and is a frequent visitor to the area. Strickland waited until Sept. 4 to first air commercials in the area with ads running till Sept. 27. Unless he makes additional buys, his commercials will resume Oct. 18 and run till the Nov. 2 election.

Cordray plans to spend $214,375 for about 500 commercials in the Youngstown market. He started running commercials on Sept. 20 and has reserved time till Election Day.

Mike DeWine, his Republican challenger, has purchased no network TV commercial time in the Youngstown market.

The only other statewide candidates who’ve reserved local network affiliate airtime are: David Pepper, the Democratic auditor candidate, and Josh Mandel, the Republican treasurer candidate.

“We’re in a struggling economy so the down-ticket candidates may be struggling to raise money,” Sracic said.

The only local candidate buying time on the local affiliates is state Sen. Joe Schiavoni of Canfield, D-33rd, who reserved $17,514 worth of air time for 88 spots.