MediaPost: Agency Execs: Political Slants Influence Media Buying Choices

A MediaPost survey shows that media buyers show a surprising degree of political activity in their media choices. More than half of buyers said they took a network's political slant into account when apportioning media dollars. 52.5 percent said an overt political identification with a particular media vehicle affected their decisions, and about two thirds said that efforts like Sinclair's attempts to push one side in the presidential campaign were inappropriate. A previous study showed that media buyers generally held left-leaning political views, and the use of Sinclair - a conservative firm - as an example in the survey question may have skewed results a bit.