Research: Political Advertising to Hit US$11.4 billion in 2016

Research

Political advertising is estimated to hit a record of  US$11.4 billion in 2016, 20% more than the last comparable Presidential Election year of 2012, according to a recent report from Borrell Associates. Interestingly, digital ad spendings ratio in terms of overall political ad spend still lies below 10%.

As the money-laden Presidential Election cycle begins its slow climb toward its peak − with all media on board for the ride − the upcoming twists, turns and inverted loops of 2016 are sure to thrill. Political advertising is estimated to hit a record of  US $11.4 billion in 2016, 20% more than the last comparable Presidential Election year of 2012, according to a recent report from Borrell Associates .

But, that’s just part of the story. In reality, the political marketing campaign has already begun. Adding what will be spent on next year’s contests in 2015, political advertising still holds a whopping US$16.5 billion.

Broadcast TV will have a share of 51.9%, followed by Cable with 8.9% and Newspapers with 8.2%. Radio has a predicted share of 7.2% and Digital/Online 6.6%.

Digital Media will break the US$1 billion level for the first time in 2016. At 9.5% of total spending, political still hasn’t caught up with other categories that earmark 30%-50% for digitals.

The presidential race has allowed 2016 election spend to bleed into 2015 at the National level, but nearly half of all 2016 political dollars will be spent on local (state and below) campaigns – in different media.

Borrell expects that Broadcast TV will have a share of 51.9%, followed by Cable with 8.9% and Newspapers with 8.2%. Radio has a predicted share of 7.2% and Digital/Online 6.6%.

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“While national elections will draw all the attention, almost half of that money will be spent at the local level, delivering messages about candidates and issues concerning governors, state legislative districts, ballot issues, and regional and city governments, " says the report.

Summing up, Borrell writes, “It’s going to be an incredible year. There are a total of 30,000 contests next November, going down to the local level.”

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