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How Can Broadcast TV Stations Prepare for Unprecedented Political Spending?

by | Feb 28, 2024

Why waste time on cold calls when you can make 25 warm, value-driven touches in the time it used to take to make five cold calls?

Let’s face it — the world of broadcast is changing, and your team doesn’t have time to waste chasing outdated leads or second-guessing who the right contact is. Every call, every email, every outreach should be strategic, and that starts with having the right data.

That’s where Data Enrichment, powered by the ShareBuilders Assistant, comes in.

The Hidden Cost of Cold Calls

Cold outreach is the least efficient part of the sales process. Reps spend valuable time hunting down contact names, verifying titles, guessing email formats, and navigating outdated org charts — often just to be met with radio silence.

It may not be that your pitch is wrong. It’s that your data isn’t working hard enough for you.

Data Enrichment solves this by doing what no spreadsheet ever could: it intelligently fills in the blanks, updates stale records, and gives you the confidence that your message is reaching the right person at the right time — with the right message.

Smarter Outreach Starts with Enriched Data

Imagine opening your CRM and instantly seeing:

  • The correct contact with title, email, and phone number

  • A full DISC assessment of the contact you are reaching out to

  • Pain points and insights for every account

  • Brand logos, colors, and taglines

  • Past activity and pending revenue, all in one view

That’s not a dream — it’s data enrichment done right.

Powering Personalization with Purpose

Today’s buyers don’t respond to generic outreach. They respond to personalized, value-driven conversations that prove you’ve done your homework. That’s why Data Enrichment doesn’t just clean up your CRM — it powers strategic VBRs (Value-Based Reasons) that connect to real challenges and opportunities.

Whether you’re prospecting new business, upselling, or renewing, your team can confidently engage with messaging that resonates.

With the Data Enrichment Assistant, your team can:

  • Identify Relevant Contacts: Stop guessing and start connecting with decision-makers and influencers.

  • Keep CRM Records Up to Date: Automatically capture changes in leadership, ownership, or structure across brands and stations.

  • Craft Stronger VBRs: Leverage insights to tailor outreach based on real business context and market dynamics.

  • Accelerate Sales Cycles: Spend less time researching and more time selling.

  • Drive Higher Response Rates: Personalized, relevant outreach cuts through the noise and earns replies.

More Than a Tool — It’s a Revenue Strategy

Data Enrichment, powered by the ShareBuilders Assistant, is more than just a feature. It’s a sales enabler designed specifically for media sales teams who want to get serious about performance.

For national reps juggling dozens of accounts or local sellers trying to stand out in a competitive market, data enrichment means every touch is smarter, faster, and more likely to convert.

Built for Media Sales. Backed by ShareBuilders.

At ShareBuilders, we’ve spent decades helping media companies grow smarter and sell better. We know how fragmented ownership groups can be. We know the importance of timing, trust, and targeting. That’s why our Data Enrichment is purpose-built for the unique needs of your industry.

So whether you’re working in television, radio, out-of-home, or digital, we’ve got your back.

Ready to Activate Warm Leads at Scale?

Reps shouldn’t have to choose between volume and value. With ShareBuilders, they don’t have to. The Data Enrichment Assistant transforms your sales outreach by turning disconnected data into connected opportunities. Click the button below to learn more or book a demo!

Let's Talk Data Enrichment!

Bill Blog- Feb (1)

Current polling suggests American voters are not excited about a presidential election rematch between Joe Biden and Donald Trump, except maybe for broadcast television stations and cable news outlets.

Analytical intelligence firm AdImpact expects political ad spending to reach at least $10.2 billion this cycle across broadcast, cable, radio, satellite, digital, and connected TV or free ad-supported TV channels (FAST). That would be a 13% increase over the previous record: $9.02 billion during the 2019-20 cycle.

Bill Blog- FebAccording to AdImpact, broadcasting is still expected to see the most spending, with $5.1 billion, or about 50%, followed by cable at $1.9 billion, or about 18%. Connected TV is expected to total $1.3 billion, or about 13%. As voters continue to cut the cord ‘ and shift away from traditional forms of media, reaching them regardless of consumption habits has become a main goal of advertisers, according to AdImpact. Digital, meanwhile, is projected to reach $1.2 billion, led by Google and Facebook.

Candidates are never NOT going to buy local news on broadcast TV stations. So, what can stations do to prepare for the onslaught of billing and maximize their take? Here are a couple of things that ShareBuilders helps with that can aid a station ‘s effort:

  1. Issue to Candidate Calculator – our calculator considers various factors such as your political forecast, the amount of political dollars already booked, the amount of issue vs. candidate dollars, and what sort of premium exists on those issue dollars. ShareBuilders can add a percentage into our software to calculate those premiums for you.

  2. Inventory Tree Management – we can help stations break down local news from hour-long blocks into half hours on the ShareBuilders side – even if station skims do not reflect it. The purpose is to set stations up to maximize political dollars.

  3. Priority Code Management – with the click of a button, ShareBuilders can show you weekly p-code data during the political window and ensure they align with the station rate card structure.

  4. Speak With Consultants Who Have Been Through Political Cycles – sometimes, a discussion can spur deeper thought into what the market can expect. How many contested races exist in your state/city/congressional district? Do the candidates have any backing from PACs? Are they getting support from the NRCC (National Republican Congressional Committee) or DCCC (Democratic Congressional Campaign Committee)? There can be as many as six advertisers for one race.

The better prepared you are, the better you will be able to handle what ‘s coming. ShareBuilders would be thrilled to help you navigate to a prosperous 2024!

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