Texas: Voter ID ad dollars do not go far | Houston Chronicle

Texas is not taking part in a discount offered by broadcasters that could have allowed it to air up to four times more television and radio ads to educate the public about changes to the state’s voter ID law. The Texas Secretary of State’s office has been running a 30-second voter ID television and radio spot in English and Spanish for almost two weeks, and has estimated that it will spend at least $1.3 million on a paid media campaign through Election Day to fulfill a court order. Experts, though, have said the TV and radio spend is not nearly enough to spread a message on airwaves in a state the size of Texas, which has 20 total television markets and two of the most expensive in the country in Houston and the Dallas/Fort Worth area. The Texas Association of Broadcasters, which represents the state’s over-the-air television and radio industry, offers a discount program that guarantees to triple or quadruple the ad buying power of a strapped-for-cash government agency or nonprofit seeking to get out a general education message. However, state broadcasters, who use public airwaves to disseminate their programming, said Texas’ voter outreach program did not qualify for the TAB discount.

Full Article: Texas voter ID ad dollars do not go far - Houston Chronicle.

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