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CU System
Political campaign ads bump iBelongs schedule
HARRISBURG, Pa. (3/14/05)--While presidential candidates zoom in on the election in Pennsylvania, the Pennsylvania Credit Union Association's (PCUA) iBelong campaign has had to adjust its media plan for April. PCUA and its partner, Target Media, adjusted their plan for iBelong to make way for political advertising flooding radio and television air time before the Pennsylvania Primary Election on April 22, said PCUA (Life is a Highway March 13). iBelong's ad schedule will go off the air on April 13 and resume on May 5. "The Democratic candidates will spend nearly $50 million in media advertising between now and April 22 in Pennsylvania alone," said Jeff Wakeen, president/CEO of Target Media. He advised credit unions with ad programs to put their ad schedules on hold for the two weeks before the primary and resume advertising a week or two afterward. "Anyone trying to advertise during the week prior to the election will be lost in the 'noise' of the political arena," said Wakeen. The high demand for time for political messages means nonpolitical advertisers will pay exorbitant rates at that time, and still risk not getting on the air.


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