Wells Fargo Analyst Sees Fewer Political Ad Dollars Coming To Radio
August 20, 2012 at 3:58 AM (PT)
WELLS FARGO Sr. Analyst MARCI RYVICKER projects political advertising on radio for the 2012 campaign season will be approximately $256 million.
RADIO WORLD reports RYVICKER "tells clients this week that radio finished with $272 million in political ad spending in 2008, but also had 6.5% of the total political ad spend. In 2004, radio ended up with some $175 million in political ad money, with 6.6% of the total ad spend. However in 2012, she’s projecting radio will end up with 5.2% of the total political ad bucket. RYVICKER did not cite a reason for the percentage slip."
As for other media, RYVICKER sees local TV's share of political ad spending to be $2.6 billion, 54% of the total spent. Internet has an estimated $295 million, or 6% of the total, with newspapers at $74 million (1.5%) of the total.