“I love budget season,” said no one ever! Budgeting can be time-consuming and stressful, depending on your expectations for the following year. How much political should we expect? Should we price in full or ease into full political pricing targets? How much avoidance or crowd-out of core revenue should we account for in our expectations? Do we have any tentpole events that will change historical comparisons or make one month stronger at the demise of another? Do our competitors have major events that could dilute what we can expect?

No one can predict the future, so we must rely on our experience, research, and data we can pull from the past. Finding all the data needed can be daunting and overwhelming to review. Delving into the possible political races in your region can be very helpful. Do the candidates have their own money, or are they backed by strong PACS? Will there be competitors in the races, or will they go uncontested? What percent of political spending will be issue vs. candidate? If you are lucky enough to be in a group with solid political intel, it can be very beneficial, but this information can be found in historical research.

Understanding current market factors can play into revenue projections as well. Can we expect unwired to help in our major events? Are there local buyers who will jump on the chance to get in on the action? Do we expect more revenue from local or national buyers?

ShareBuilders has an amazing budgeting tool and historical reporting offerings that can help you understand past patterns and make wise decisions for the future. Discussing the past and the future with your ShareBuilders Consultant is a great way to make a smart, efficient decision and monthly spread for each revenue type. Once we come to a budget decision, our talented, experienced analysts will ensure your pricing aligns with your forecasts as we watch demand factors and adjust accordingly, week over week.

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