TVN Webinar: Optimizing Political Revenue In A Multimedia World

Leading executives from NBCUniversal Local, E.W. Scripps, Sage Media and WideOrbit will discuss how station groups are creating opportunities across all media for political advertising in 2024 and how agencies are planning their buys in a TVNewsCheck Working Lunch Webinar on March 5 at 1 p.m. ET. Register here.

Political advertising is a unique animal — fast, nimble and reactive — and media companies need to be nimble themselves to manage it effectively. Just how broadcasters are doing that — and how agencies are planning their buys accordingly — will be the subject of Optimizing Political Revenue in a Multimedia World, a TVNewsCheck Working Lunch Webinar on March 5 at 1 p.m. ET.

Advertising executives from NBCUniversal, E.W. Scripps, Sage Media and WideOrbit will look at how advertising is optimized for both political campaigns and issue advocacy and how buyers and sellers are adapting to multimedia campaigns.

“TV station groups have been perennial leaders in serving the political advertising world, but they’ve needed to adapt to the steady and inexorable rise of digital media,” said TVNewsCheck Publisher and Co-Founder Kathy Haley. “This webinar will consider the advantages — and complexities — of executing the multimedia campaigns that have become essential.”

Register here


Will Hildebrandt, VP of Political Sales, NBC Universal Local — He oversees the political ad sales for NBC and Telemundo owned TV stations, NBC Sports regional sports networks and Peacock.  He began his career at NBCU nearly a decade ago as a director of business development for the Telemundo Station Group.


Bobby Mushroe, Partner, Media Strategy, Sage Media Planning — He cut his teeth in Michigan politics, working for six years as a field organizer and fundraiser on a variety of local campaigns including Gary Peters’ 2008 congressional pickup. A graduate of the University of Michigan and the Ford School of Public Policy, he forever bleeds Maize & Blue. He joined Sage Media in 2011, putting that combination of quantitative analysis and real-life campaign skills to work as a strategic media buyer.

Mushroe specializes in dissecting complicated media markets and legislative districts and oversees Spanish-language outreach. For multiple cycles, he led the media buying team for the DCCC IE Committee, including the 2018 reclaiming of the Democratic House majority in the largest single-election seat pickup since Watergate. Mushroe is an avowed and enthusiastic political nerd who cites electoral trivia the way other people cite sports stats.

Samantha Osborne, VP, Political, Advocacy and Automation, The E.W. Scripps Co. — She is based in Washington, D.C., and previously was senior director of national sales for Scripps, managing a D.C. sales team that included political sales for the Scripps enterprise and local media pay-for-performance. Osborne developed a political sales strategy and built a team for connected TV sales.

She has more than 16 years of digital and political experience, including work as a director of account strategy, analyst and consultant for various organizations.

In 2016-2017, she served as chief digital officer for the Republican National Committee and digital director for the 2016 Republican National Convention. She also was national deputy digital field director for Romney for President in 2011-2012.

Sean Harrington, Product Manager, WideOrbit — He oversees WideOrbit’s WO Fusion Local and WO Fusion Network systems, its browser-based front-end sales suites for the converged media marketplace. He has played key roles at WideOrbit in product management, business analysis and implementation for the company’s domestic and international sales lines since 2010. Harrington’s three-decade sales career includes positions as an account executive with Arbitron/Nielsen Advertiser-Agency Services, Audacy, Jefferson-Pilot Communications and The Walt Disney Co./ABC.

Paige Albiniak, Contributing Editor, TVNewsCheck (moderator)

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