If you want more political advertising revenue in this upcoming cycle you have to be more aggressive and work for it. Political revenue should not always be a transactional, call-in sale that you're just happy to get every two or four years. Political revenue has become such a huge advertising category, stations should be strategizing how to get it and working hard to go after that business. That's according to several political experts on a panel at Forecast 2016 this week who believe there will be over $5 billion dollars in advertising revenue spent in the political cycle we are now in. It is a recession-proof category.