The Television Bureau of Advertising, an association representing broadcast TV, has debuted a new award recognizing the best political advertising airing on local stations.

The Political Excellence in Local Media Marketing Solutions Award—or "EMMA"—was created in partnership with the American Association of Political Consultants, a group that already recognizes political ads with its annual Pollie Awards. The EMMA will "will recognize media strategy and execution of a collaborative, multiplatform political media campaign that generated results for a candidate or an issue on the ballot," according to TVB.

TVB has long advanced broadcast TV as the most effective media platform for political campaigns to reach voters. The new award is part of that push.

"As the most trusted medium among voters, local broadcast television continues to be the leading marketing platform for campaigns to reach target audiences," TVB CEO Steve Lanzano said. "Local broadcast television has the greatest influence on the voting process from awareness to casting the ballot."

Submissions will be judged by TVB's Political Task Force, which is comprised of executive leadership from TV broadcast groups and members of AAPC's Board of Directors. Entrants will be judged based on the creativity of their multiplatform advertising, as well as the overall effectiveness of the campaign and its ability to deliver results for a candidate or ballot issue.

The winner will be announced at TVB's annual conference Forward 2017, to be held Sept. 27 in New York City. http://bit.ly/2rmZwHk

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