An increase in premium television buys could have a twofold impact. First, the price of television ads could go up; candidates will have to opt for higher ad rates in order to keep their spots from getting bumped by third party group ads. Candidates would also be at a disadvantage because wealthy third party groups could lock in their ad buys early, before a candidate has raised the money to cover his or her media plan. The main beneficiaries should be the stations, which will be able to fetch higher ad rates.Second, candidates and campaigns looking for less expensive, high impact buys could shift more of their budgets online. Media buyers that focus on the Internet say the decision has already been a boon to their business. Online media can be more narrowly targeted and campaigns can receive real time results of who is seeing their ads, something television and radio doesn't provide with as much detail. "We do a lot of issue advocacy, so we see a huge benefit," says David Wolk of the Goodway Group. "In our world, we really have some leverage right now," Wolk adds. "We have so much data and post-buy information."
The US is particularly miserable at putting aside money for the future. Should we blame our paychecks or our psychology?