Marci Ryvicker Sees More Political Ad Spending, But Nothing New Coming Radio's Way
September 5, 2012 at 3:54 AM (PT)
WELLS FARGO Managing Dir./Equity Research MARCI RYVICKER has some good news regarding ad dollars from political spending.
Just a few weeks ago (NET NEWS 8/20), RYVICKER told clients 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. But for 2012, she was projecting radio will end up with 5.2% of the total political ad bucket. RYVICKER did not cite a reason for the percentage slip.
Now, RYVICKER has issued an updated report that bumps up the amount of spending she expects for political advertising to $5.2 billion for 2012.
The new research continues to have TV with the lion's share of the money (65%), jumping from $3.2 billion to $3.37 billion. Radio's share remained at 5.2%, leaving it behind TV, Direct Mail (18%) and the Internet (6%). She projects the total radio share to be $270 million.
Ryvicker estimates a total of $5.2 billion will be spent on political advertising in 2012.