How much does it actually cost to run a political ad on television? We’re about to find out.\u00a0Until Friday<\/a>\u00a0[April 27, 2012], the only way to learn how much a candidate was spending on tv ads was to go to a local television station and request to see something known as the “public files.” \u00a0But a new ruling by the Federal Communications Commission [FCC] is changing that process and making the information more accessible to everyone. Under the new ruling, local television stations will be required to post detailed information about political advertising, including the cost of specific commercials, on their websites.<\/p>\n The rule will go into effect 30 days after it’s approved by the Office of Management and Budget, meaning that the public will get at least some information before the November 2012 election. This year, the rule applies only to local affiliates of the top four tv networks–ABC, CBS, Fox and NBC–in the top 50 markets. That’s about 200 stations. Other stations–of which there are about 1,800–will have to comply in two years.<\/p>\n According to Ad Age, the new rule covers about 60% of all expected 2012 political advertising purchased locally or regionally. \u00a0Ad buys for 45% of presidential campaign ads would have been disclosed online if the FCC’s new requirement had gone into effect in April 2008.<\/p>\n The ruling is a first, \u00a0representing a significant step toward transparency in political campaigns. FCC Chairman Julius Genachowski has been pushing hard for it since his appointment by President Obama in 2009. Genachowski has been quoted as saying: “The question in front of us is whether, in the 21st century, ‘available for public inspection means stuck in office filing cabinets or available online.”<\/p>\n Love it, somewhat<\/strong><\/p>\n <\/strong>Campaign finance watchdogs and open-government organizations like the principle behind the new rule, but also point out its limitations.<\/p>\n Think Progress says:”While this additional transparency will not allow citizens to know who is funding shady independent ads, it will at least allow them to track where the spending is going and how much is being spent for each airtime purchase.<\/p>\n