Radio's Share Of Political Ad Revenues Will Rise To 8.1% Says eMarketer
April 22, 2016 at 3:38 AM (PT)
Radio is looking to pad its coffers with money from political ad spending in 2016 says a new report from eMARKETER. They found that Radio is "estimated to increase its political ad revenues compared with the 2014 midterm year, though spending will hold about steady compared with the prior presidential election. In 2014, the channel received $490 million in U.S. political ad spending and this year it’s estimated to get $850 million -- in line with 2012 levels."
The report notes, "While TV is still the dominant destination for political ad spend, spending on digital channels, is increasing the fastest year over year. In fact, U.S. political ad spending on digital is estimated to nearly quadruple compared to 2014, according to research.
eMARKETER adds, "Digital, however, is predicted to see the biggest growth, compared to prior years. Indeed, the channel is projected to account for $1.00 billion of political ad spending or 9.8% of the total. To compare, digital saw $270 million in political ad spending in 2014, 3.6% of total political ad spending. And in 2012, the last presidential election year, political advertisers spent just $160 million on digital advertising. Going back to 2008, the last presidential election year with no incumbent, digital was barely on the radar with just $20 million in political ad spending."