Borrell: Here Come The Political Ad Dollars

New Forecast

The biggest-ever year for political advertising will bring a much-needed shot in the arm for traditional media this year, but perhaps just a small fist-bump for online media says BORRELL ASSOCIATES in a new study released TODAY (5/8).

The study forecasts "political spending will tally up to $9.8 billion, or $42 per potential voter. All media will see double-digit increases as candidates blast their messages across the airwaves, mailboxes, the Internet and front yards. Although a large amount will be spent by presidential candidates, ads for more than 13,000 other state and local contests will vie for air time and ad space as well. In all, $1 of $25 spent for advertising in 2012 will support some political contest, issue or point of view." 

BORRELL estimates radio received $552.5 million in ad spending in the 2008 elections, which was 7.9% of all money spent. For 2012, $819.2 million is forecast to be spent on radio, up to 8.3% of all money spent.

Media in some states will be "awash in political money, while others won’t fare as well," adds BORRELL. "The NORTHEAST and RUST BELT states are projected to get the lion's share, along with the MID SOUTH, FLORIDA, TEXAS, CALIFORNIA and WASHINGTON. VIRGINIA markets such as NORFOLK and RICHMOND will see between $60 million and $80 million in political advertising, while FLORIDA markets such as ORLANDO, MIAMI and TAMPA will see $150 million to $175 million each, a huge influx of revenue for beleaguered TV, newspapers, cable and radio in those markets."

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