• Marketing y Medios, Friday, December 7, 2007 11:45 AM

Total political ad spending could jump 43% to an all-time high of $4.5 billion in the coming election cycle, according to research firm PQ Media. Record fund raising, a plethora of presidential hopefuls and the "acrimonious political environment will fuel the projected surge. A key trend driving growth is that this is the first election since 1928 without a current member of the executive branch running for office, which has resulted in an unusually high number of presidential candidates participating in the primary season," says Patrick Quinn, CEO of PQ.

Across all media, spending is projected to reach just over $3 billion, with marketing services like direct mail, public relations, promotions and event marketing making up the $1.5 billion balance. PQ also predicts that political marketing efforts will continue to gain share from advertising as more sophisticated databases come online.

Still, broadcast TV will still get the biggest piece of the political pie in 2008, garnering 51.3% of the total even as candidates shift budgets to other media strategies.

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