Political advertising for the 2026 midterm election is on pace to break records. AdImpact projects total political ad spending will reach $10.8 billion this cycle, a 20%-plus increase over the 2022 midterms and the most expensive non-presidential cycle in U.S. history.
BIA Advisory Services pegs local political spending alone at $8.4 billion, with radio benefiting alongside broadcast TV, cable, CTV/OTT, and direct mail. Radio remains a foundational element of most political media plans, particularly for reaching the 50-plus voter who over-indexes on linear audio and turns out at higher rates in midterm elections. Edison Research’s Q4 2025 Share of Ear data shows AM/FM commands 64% of all ad-supported audio time among registered voters 18-plus, more than Spotify, Pandora, SiriusXM, YouTube Music, and Amazon Music combined.
Even with demand running hot, stations still have to abide by the Federal Communications Commission’s rules on rates. To stay in compliance, you’ll need rate analysis reporting tools built into your radio traffic software.
Here’s a refresher on how the FCC rules work, the ads they apply to, and what to look for in a rate analysis tool.
FCC Rules About Rates for Political Ads
The FCC’s Political Programming division defines the rules and regulations regarding broadcast campaign advertising. It applies only to direct advertising from a “legally qualified candidate.” The rules address pricing, “class” dayparts, and providing reasonable access. It is not related to ads for PACs (political action committees).
The FCC has been notably active on political broadcasting compliance in 2026. In a recent Media Bureau Public Notice, the agency reminded broadcasters of their lowest unit charge (LUC) obligations and clarified, for the first time, that those obligations extend to joint fundraising committees made up of a federal candidate’s principal campaign committee and other political committees.
The Notice also stated that LUC applies to coordinated expenditures between political parties and legally qualified federal candidates, a position that could shift depending on a pending Supreme Court decision on coordinated spending limits.
Who Is a Legally Qualified Candidate?
In short, it’s someone who has completed all the qualifications to run for public office. That can encompass filing documents with state or local election boards and gathering necessary signatures.
This definition can also include write-in candidates who make a public statement that they are running for office and engaging in an active political campaign.
What Are the Advertising Rate Rules for Candidates?
Specific areas of the FCC rules address pricing. The regulations state, “A candidate shall be charged no more per unit than the station charges its most favored commercial advertisers for the same classes and amounts of time for the same periods.” So, what does that mean?
What Are Classes of Time?
A “class” is a spot with specific rights and characteristics. Classes are typically dayparts, but some classes can be a subset of this. You may also have unique segments of rates because of things like the levels of perceptibility and makegoods.
Stations may establish their own definitions around reasonable classes of immediately preemptible time.
What Is Reasonable Access?
The FCC rules include a section on reasonable access, which means candidates can demand access to all classes and dayparts available. However, that applies only to federal candidates.
For state and local candidates, stations that sell to one must also sell to others in the race. You must make equal amounts of time available. That doesn’t have to include all your inventory; you decide what dayparts are available to whom.
The bottom line is that you must treat all legally qualified candidates for the same race in the same way.
What Are Lowest Unit Rates?
The lowest unit rate (LUR) applies to candidates. It includes any advertising sold to the candidate within 60 days before the general election or 45 days before a primary. The price they receive must be the lowest unit rate in any class of advertising. In other words, they benefit from volume discounts regardless of the amount of ad time they purchase.
So, what is your lowest unit rate? Most media companies have more than one. That’s because you price spots differently depending on those classes mentioned above.
The question becomes, how do you determine those lowest rates? You’ll need a rate analysis reporting feature in your traffic system.
Other Pricing Rules for Political Ads on Radio
- A broadcast company cannot favor one candidate over another with rates.
- Organizations cannot charge more than the regular rate for comparable advertising.
- Stations can offer volume or other discounts as long as they are equally available to all candidates.
Rate Analysis Reporting in Traffic Systems
To simplify compliance with pricing, stations will need a robust rate analysis feature to avoid manual work. The functionality of the tool should provide the ability to:
- Evaluate orders subject to rate analysis with instant reporting.
- Set filters for dates, days of the week, times, stations and spot lengths.
- Include zero-rate spots, revenue sources or sponsorships.
- Export the results of the report.
The most effective rate analysis tools deliver a simple, streamlined way to manage order entry to determine the LUR. With such capabilities, managing rates throughout the political cycle is seamless. You can be more confident in your compliance with FCC rules without creating extra work.
Political Ad Rate Analysis Reporting from Marketron
Our radio traffic systems have rate analysis reporting available, each with unique attributes designed to meet users’ needs. This valuable feature is just one more reason thousands of stations trust and use our traffic products.
Learn more about the rate analysis tool and all the features of our traffic solutions by requesting a customized demo.
