Study Predicts Record Political Ad Spending
October 18, 2007 at 5:40 AM (PT)
TNS MEDIA INTELLIGENCE/CAMPAIGN MEDIA ANALYSIS GROUP's analysis of political advertising for 2007 and 2008 projects that political and issue advertising is "on track to set new records for both non-election and election year ad spending for 2007 and 2008."
The study projects 2008 overall presidential race ad spending to exceed $800 million, a record, driven by increases in the amount individuals can donate to campaigns and a likely increase in issue spending after a favorable Supreme Court decision.
Top states for ad spending are projected to be IOWA, NEW HAMPSHIRE, FLORIDA, OHIO, COLORADO, MAINE, MINNESOTA, MISSOURI, PENNSYLVANIA, LOUISIANA and CALIFORNIA. While the study does not break out estimates for radio, it states that "radio and newspapers should also see significant increases in political ad dollars in a number of states" while 70-75% of political ad spending in 2008 will go to TV and a fraction will go to online ads.