Cumulus Misses Political Projection By A Mile
Cumulus had given Wall Street guidance that it would see a 20 percent increase in political spending for the third quarter of 2012. Monday, the company reported a 10 percent decline for the quarter, compared to the 2010 political spending season. Cumulus CEO Lew Dickey blamed the miss on the economy that allowed television to pull in more political dollars. "The general softness in the economy reached a crescendo in September helping TV clear more political, a lot more than they normally would have. Political was an excellent windfall for our friends in television." Dickey also said digital -- especially social media -- took a share of the political dollars this year. "We assumed we would maintain our share. In reality radio's share declined."
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