2016 Political Media Up Modestly, Broadcast TV Records Steep Decline

Political advertising grew overall in 2016 -- but not for broadcast TV.

Borrell Associates says political advertising grew 4.6% to $9.8 billion in 2016 over 2012, the last presidential election year. But broadcast TV was down some 19% -- $1 billion lower-- to $4.4 billion.

Analysts have blamed some of the pullback on lower Presidential election advertising from Donald Trump.

TV remains the largest media for political advertising with a 44.7% share, down from 57.9% in 2012. Borrell estimates TV will pull in $5.8 billion in 2017.

Digital media grew $1.2 billion last year -- to $1.41 billion -- from $160 million in 2012. It now has a 14.4% share, second to broadcast TV. Cable is next at $1.35 billion, up 51% from $893 million in 2012. Cable TV has a 13.8% share.

Radio and newspapers lost ground, giving up 24% to $617 million (from $808 million in 2012). Newspapers were down 3% to $656 million (from $677 million from 2012).

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Telemarketing and direct mail -- two big political media components -- were up slightly, with telemarketing inching up 1% to $608 million from $602 million; direct mail climbed 10% to $309 million from $282 million.

Out-of-home political advertising was down 9% to 343 million from $376 million. Magazines also slipped 14% $137 million from $160 million.

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