Campaign Ads bring Relief to Media.

With the election year not even a month old, political ads are back on the air, and while many Angelenos might be rolling their eyes at the prospect of candidate overload, local radio and TV executives couldn't be happier.

The debut of commercials for incumbent Gov. Gray Davis on local television stations late last week and spots for Republican gubernatorial hopeful Bill Simon on L.A. radio brought with them the promise of much-needed ad revenues for the rest of 2002.

"Business has been somewhat soft so we welcome all orders," said David Woodcock, vice president and general manager of KCBS-TV Channel 2. "We were expecting to see more aggressive spending earlier because you've got the primary in March and we didn't see that money in early January."

Some campaigns may have waited until Jan. 19 to begin running ads because after that date stations must provide them with the lowest unit rate in a given time period.

"What you really hope for is to see early money, before the (political-protection) window opens," said a spokesman for KABC-TV Channel 7. "We hoped to have more by now."

Former L.A. Mayor Richard Riordan, who will compete in the Republican primary against Simon, a local investment banker, and California Secretary of State Bill Jones, has been running ads in most major cities but L.A. However, with Sim on spots expected to begin running soon in L.A., Riordan will likely start putting money into the market. If Riordan wins The March 5 primary, he and Davis, who is running virtually unchallenged, are expected to engage in the most expensive governor's race in state history.

"After the primary, I do not think money will be an issue both will be spending a fortune," said Allan Hoffenblum, a GOP campaign consultant. "The L.A. media market and all the TV stations and direct-mail marketers will have a banner year.

Davis already has raised more than $40 million and has $35.5 million on-hand, while Riordan was up to $6.6 million.

Much of the political advertising will be directed at KABC and KNBC-TV Channel 4 because they have high-rated news programs, a favorite target for campaigns. Other L.A. stations will have a harder time attracting political spending.

"Political advertisers tend to buy the ABCs, NBCs and CBSs of the world because they're looking for the older, 35 plus, 50-plus (audience). They think those people are more likely to vote," said Gordon Peppers, local advertising sales manager for KTLA-TV Channel 5. The challenge for KTLA, known for its younger skewing programming, is to convince campaign that many of the undecided voters who influence elections are attracted to the station's shows.

"We want the money," Peppers said "(But) we're finding it hard - to 'change their perception of our audience."

It's difficult to predict political since much of it depends on spending the strategies of various campaigns. Though Davis is almost guaranteed to win the primary, his campaign is running ads in response to the "almost daily diet of disingenuous attacks on the governor," said Roger Salazar, press secretary for the Governor Gray Davis Committee. Last month, the California Republican Party put out ads blaming Davis for a $1.2 billion tax increase.

The L.A. market traditionally attracts 45 to 50 percent of the media buys statewide, Skelton said. While television will take in most of that, local radio stations and newspapers also could get a revenue boost.