Ad Tracker Predicts Record Political TV Spending
Due to closely contested Congressional and gubernatorial races across the country, television political spending will top $1 billion and could even surpass the record $1.7 billion spent in 2004, said Evan Tracey, COO of TNS Media Intelligence' Campaign Media Analysis Group.
Tracey's projections are based on both a strong first quarter, in which where more than $160 million was spent, and the historical trend of heavy outlays to come. Tracey notes that traditionally 90 percent of spending in Senate races and 80 percent in House battles occur in the 60 days leading up to the election.
The research, which projects broadcast television will continue to receive the bulk of political ad dollars despite the Internet boom, was released yesterday at the Television Bureau of Advertising's annual marketing conference.