How do political ads get placed during TV shows?

The order in which political ads air on 9NEWS is determined by what advertisers purchase and what commercial time is available, not by decisions about which candidate or message gets priority.

A Next with Kyle Clark viewer named Glen asked how 9NEWS decides when and where political ads air. Glen wanted to know whether campaigns or committees dictate the sequence when an ad for Republican Congressman Gabe Evans is followed by one for Democratic challenger Manny Rutinel, and then by another ad for one of them.

9NEWS General Manager Mark Cornetta provided a written response. He said political advertisers purchase placements based on their campaign objectives, target audiences, programming and available inventory.

“In highly contested races, such as Colorado’s 8th Congressional District, demand can be extremely high,” Cornetta wrote. “There are only so many commercial breaks within a program and a limited number of spots within each break.”

Cornetta said the station’s systems attempt to separate ads supporting or opposing the same candidates or issues. But when demand exceeds the available commercial positions, he said, “it simply isn’t always possible to avoid ads from the same race appearing back-to-back or within the same break.”

“Ultimately, the station schedules the ads based on the inventory purchased and availability, not by making decisions about which candidate or message should receive priority,” Cornetta wrote.

Jon Hutchens, who buys media time for political ads for Democrats, said advertisers buy specific programs, such as “Next with Kyle Clark” or the “<a href="https://comicvibe.com/5-arcade-games-from-1988-that-still-hold-up-today/” title=”5 Arcade Games From 1988 That Still Hold Up Today”>Today” show.

“When we buy a program, we’re buying within that program. The station is determining where those ads run, in what break, and in what sequence,” Hutchens said.

Hutchens said the goal for political advertisers is to reach as many viewers as possible.

“Our number one goal is reach,” Hutchens said. “In the political business, we have to get half of all customers to win.”

Hutchens said he asks stations to place his ads far apart within a broadcast.

“When I place my buy with your station, I request that my ads have maximum separation so I’m not wasting an airing of a buy by talking to the same people,” he said.

The last political ad on 9NEWS is scheduled to air sometime Tuesday afternoon.