Borrell: Radio Could Add $378M From Political Ad Spending

Political Battles Projected To Cause More Money Spent

BORRELL ASSOCIATES has tweaked its political advertising forecast by more than $400 million, putting the new total for 2010 at $4.2 billion this year. The upward move was affected by the Supreme Court ruling in JANUARY (NET NEWS 1/21), allowing corporations to spend more on political ads. BORRELL expects over 70% of the money to be spent locally.

"Mid-term election-year spending now rivals presidential year budgets," wrote Borrell. "If current trends hold, 2010 spending will surpass that of 2008."

Where will the money be spent? Radio will be far behind TV -- which will be the big beneficiary, garnering more than $2.6 billion, or 63.2% of the total. Radio is projected to add $378 million, or 9% of the additional spending. Cable TV is expected to get about $383 million, or 9.1%, with newspapers set to get 7.8% of dollars or $329 million.

The report says MASSACHUSETTS, CONNECTICUT, NEW HAMPSHIRE, COLORADO, NEVADA, ILLINOIS, OHIO, PENNSYLVANIA, KENTUCKY and MISSOURI are all projected to have the most political advertising due to close races.

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