Political advertising in 2010 is projected in a Wells Fargo report to increase by 11 percent over 2008, with TV and direct mail getting nearly nine out of every 10 dollars spent, according to Editor & Publisher.
Next year brings us the election of 37 governors, 38 senators, every member of the House of Representatives, and issue advertising (which could approach $1 billion) on hot-button issues such as health care.
“Broadcast TV will reap the lion’s share at $2.2 billion or 67 percent of the total, with $2 billion going to local TV, $150 million to cable and $50 million to network TV,” E&P says. “Direct mail will get $650 million or 20 percent of the ad spend, followed by radio at $250 million or 8 percent, and newspaper at $95 million or 3 percent. Outdoor and the Internet are forecast to reach $55 million and $50 million, respectively.”
At least one newspaper publisher has attributed part of its 3Q ad revenue decline to “the absence of Olympic [that's TV advertising] and political ads that fattened results a year ago.”
Tags: projections, revenue