The unsuccessful 1996 and 2000 presidential campaigns of publishing scion Steve Forbes may have faded from memory. But he will always have a special place at Manchester, N.H.-based WMUR, the only commercial TV station in the state that holds the first presidential primary.
The candidate spent nearly $6 million to buy time on the station — including half-hour blocks during which he took phone calls from viewers. The cash deluge led politically minded locals to refer to WMUR’s 68,000-square-foot headquarters adjacent to the city’s historic Amoskeag Mills as “the house that Steve Forbes built.”
The television business went through a major period of disruption in the two decades that followed, with the proliferation of cable channels and later streaming services. But WMUR’s status as the most influential local TV outlet in the country every four years has remained intact. Presidential aspirants descending on the state in the early pivotal contest fill hours of time on its local newscasts and public affairs programs — and spend millions on political ads.
Leading up to the Feb. 11 primary, candidates can regularly be seen in WMUR’s newsroom. Former Vice President Joe Biden and his entourage came through on a recent afternoon. He posed for selfies with staff members and stopped at the sports desk to lament over the playoff fate of his Philadelphia Eagles before being interviewed by WMUR political director Adam Sexton.
“They cover, pound for pound, probably more politics than any station in the country,” said Rick Klein, political director for ABC News. “There really isn’t anything else like it. They get access to candidates that frankly a lot of networks would dream of. The candidates make themselves available to WMUR because they know that people watch.”
The primary campaign also means national exposure for the station’s journalists. On Friday, Sexton, 39, and WMUR anchor Monica Hernandez, 34, joined ABC News anchors George Stephanopoulos and David Muir and correspondent Linsey Davis in questioning the candidates at the network’s Democratic primary debate. It was watched by 7.86 million viewers, according to Nielsen.
Political advertising dollars for TV have grown in recent years even as more money goes into digital media. Research firm Advertising Analytics projects political ad spending on broadcast TV for the 2020 election cycle will hit $3.26 billion, up from $1.73 billion in 2016.
Most spending occurs closer to the general election in November. But WMUR, owned by the privately held New York media conglomerate Hearst, gets an early piece of the pie thanks to the political calendar and geography — big advantages when TV outlets are struggling to retain viewers and profits.
Manchester — a city of 111,000 people — is counted by Nielsen as part of the Boston TV market, but WMUR is the only station that reaches the entire state of New Hampshire. In a typical week, 56.2% of 468,730 television households watch the station at least once, according to Nielsen.
WMUR’s morning newscast from 6 to 7 often gets a 50% share of the TV audience in the six New Hampshire counties that also receive Boston stations, a staggering number in today’s fragmented market.
“They are insulated from some of the other trends in the TV business,” said Bill Hague, executive vice president for Magid, a media consulting firm that has worked with Hearst. “They’ve maximized the value of being a dominant TV station in the market. Coupled with increased political spending, they are on fire.”
WMUR also benefits from New Hampshire’s pride in having the first primary in the nation, which is looking even better in light of chaotic Democratic caucuses held in Iowa on Monday. A New Hampshire state law allows the primary date to be moved in order to keep it ahead of other states in the presidential cycle.
The distinction of having the influential primary has embedded WMUR in the nation’s political culture. Microphone flags with the station’s logo have turned up on fictional White House series such as “Veep” and “The West Wing.”
Candidates spend early and often on the station. WMUR took in nearly $40 million in presidential political ad revenue during the 2016 primary campaign, when both the Republican and Democratic parties were choosing nominees and 18 candidates were in the race.
The total revenue from the 2020 primary will be less, as President Trump does not have a formidable opponent from his party and only Democrats are buying ad time. Most candidates are not using money from political action committees, which spent heavily previously.
Nonetheless, in the weeks leading up to the primary, WMUR’s sales department frequently huddled to find ways to accommodate the intense demand for ad time. The station’s highest-priced ads of the primary season were on Friday’s debate and Sunday’s telecast of the Oscars, on which campaigns paid WMUR $10,000 per 30-second commercial, several times the rate it receives for many of the ABC network programs it runs in prime time.
Most of WMUR’s political ad time is sold on its local newscasts. The station has 4 1/2 hours of news a day, 10 hours on weekends and a long-running daily half-hour magazine show called “Chronicle,” which over 10 years on the air has done feature stories in all 221 towns and 13 cities in New Hampshire.