Sinclair’s Q1 2024 financial report once again highlighted the growing importance of political advertising for broadcasters at a time when core TV advertising continues to be soft.
As of May 1, the Sinclair reported that it has pre-booked $77 million in political advertising for the second half of the year through Election Day. This is more than three times the $21 million it had booked in the last presidential election cycle as of May 1, 2020 and much more than the $28 million as of May 1, 2022.
