Most major political campaigns in the United States spend massive sums of money on their television ad campaigns. Presidential efforts have the luxury of creating dozens of spots for a litany of battleground states, and many of those ads have millions of dollars behind them.

In Northern Ireland, where my firm is based, paid TV political advertising is illegal. Instead, parties are allocated a small number of broadcast slots on terrestrial TV networks of about five minute at no charge, during which time they can air a Party Election Broadcast (PEB).

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