• by Wayne Friedman , April 24, 2018

Amid overall political advertising midterm estimates, digital media will drop, according to one report.

Borrell Associates is raising its overall political advertising projections by 3.8% -- or $321 million -- to $8.8 billion, with radio, cable, newspapers and outdoor estimates higher.

Broadcast TV will still command the biggest share, at $3.4 billion -- 38.8% of all political advertising dollars. Cable TV will be next at $1.1 billion, 12.6% of the market.

During the last midterm elections -- 2014 -- The Cook Political Report said $2.8 billion was spent on total TV advertising.

However, digital media will go lower, largely due to social media -- a 12.4% decline “based on negative press about Facebook, as well as a drop in political spending on social media in Q1.”

Digital media will still tally $1.8 billion -- for a 20.1% share.

Radio will be at $683 million, (a 7.7% share), with newspapers at $619 million, (7%); telemarketing, $498 million (5.6% ); out-of-home $400 million (4.5%); direct mail, $223 million (2.5%); and other print, $97 million (1.1%).

The report also notes that direct mail will see a decline.