Political advertising this year will grow to higher-than-expected levels, according to new study.
Borrell Associates has raised its political advertising revenue
estimate for 2016 by 3% -- $357 million -- to hit a record $11.7 billion, based on estimates of the first three months, of how some $280 million was spent.
“A complex mix of
“earned media” and “purchased media” has thrown a bit of a twist into the forecasts,” according to the Borrell Associates summary.
“Call it the Trump
Effect. When a candidate with the most delegates has spent the least on advertising and gets twice as much earned media as all of his opponents combined, there’s something unusual at
play.”
While a large piece will be spent in TV -- mostly local to a lesser extent on national TV platforms -- Borrell says “nearly half of that increase will go to radio, cable
and online media, which are quickly becoming viable alternatives to already-clogged TV programming.”
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Other political ad estimates have also been raised, and some analysts have said more
advertising might be spent, especially when it comes to the Republican party, given its selected political action committees when it comes to “anti-Trump” marketing in specific states.