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$1B In Political Spending Possible in 2009

A rise in issue advertising and early primary elections could drive 2009 political advertising to over $1 billion this year. That's according to Evan Tracey, president of the Campaign Media Analysis Group. Even half that amount would be a spending record for an off political year.

Fueling the increase is a boom in advocacy advertising. The administration's tough rules requiring public officials to wait at least two years before becoming lobbyists has restricted traditional lobbying avenues, which forces advocacy groups to do more advertising, says Tracy. At the same time, there are now as many liberal groups advertising to support the Democratic Party's agenda as there are conservative ones opposing it.

The so-called permanent presidential campaign also contributes to more issue advertising, such the Obama administration's ad effort to pass its budget bill.?"The DNC is willing to spend on advertising even in an off year," Tracey says. Also, corporations are spending more on issue advocacy. A good example is Wal-Mart, which is running advertising that promotes universal healthcare.

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