A CAMPAIGN hustle between government spin doctors and major media groups to secure prime advertising space has started with a federal election tipped for November.

Phantom bookings are being placed now to secure airtime across the country from the end of September through to the middle of November. Traditionally, elections are announced six weeks prior to the date, and heavy advertising campaigns commence immediately after the announcement.

Starcom communications manager, Kaye Smith, says there has been a 43 per cent increase in regional television advertising spend by the Federal Government in the past 12 months, with national clients also jumping on the bandwagon.

"The spending splurge for this election year started in February 2007 and continues to grow monthly," says Smith.

"It's not just the government who are buying up big. Major national clients are very much aware of the effects on advertising time and all major categories such as telecommunications, banking, and automotive, have already booked airtime through to the end of the year."

Smith says once the election date is announced, the government will negotiate with the networks to increase advertising slots from an average of 13 minutes per prime time hour up to 14 per hour. However, they will then take this additional advertising airtime for their own campaigns, with no benefit to regular advertisers. She advises local clients looking at advertising over the September to November period, to confirm
campaigns now.

"At the very least, base plans should be laid down to secure high rating-cost efficient programming before the government snaps up airtime," says Smith.