Report: More Political Spending Is Coming Radio's Way
February 16, 2016 at 5:22 AM (PT)
Voters are being exposed to a landslide of political ads as the Presidential primaries heat up, and Radio is benefitting from the money being spent. MEDIA LIFE reports, "this year candidates have been very active on the radio in IOWA, NEW HAMPSHIRE and SOUTH CAROLINA, and buyers say they expect that to continue through primary season and into the FALL."
BORRELL ASSOCIATES has previously projected spending on Radio will be up in this election cycle, rising from $803 million in 2012 to $827 million. "That’s a 3% gain, a substantial number for a medium that’s been losing overall ad dollars for years," notes MEDIA LIFE. "If you include the primary spending in 2015, total radio spending will hit $1.19 billion, the first time political has ever surpassed $1 billion on radio."
“Radio hasn’t always pulled in the same political spending dollars as TV, however that is slowly changing,” one buyer told the magazine. “In 2016, expectations are that 10 to 15% of the political spending will go into radio. The radio political experts believe could be as much as $1 billion.”