If political advertising is sold at the "Lowest Unit Rate," why is political season such an enormous financial windfall for television stations?

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Remember, Lowest Unit Rate doesn't necessarily mean a low rate.

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It means the lowest comparable rate for a specific class of advertising during a particular time period.

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And during political season, those rates can be substantially higher than during nonpolitical periods.

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It's supply and demand. No question about it.

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I'm not questioning the economics. I'm questioning the name.

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Lowest Unit Rate? Perhaps not the best description of what's actually happening.

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