Wells Fargo Analyst Sees Fewer Political Ad Dollars Coming To Radio

Less Coming To Radio

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.

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