Tuesday, September 25, 2018
As Midterm Elections Heat Up, Ad Spending Rises
With the 2018 midterm elections tightening up, political advertising dollars are flowing to publishers at higher rates than had been expected earlier this year, reports eMarketer.
On Monday, broadcaster E.W. Scripps said its political advertising revenues this year will likely grow more than 50% over the last midterm election in 2014. At that rate, political ad spend will top $112 million in 2018, surpassing not only the previous midterm year but the 2016 presidential election as well, when its political ad spend reached $101 million.
In a post on the Radio Advertising Bureau's "Radio Matters" blog, PQ Media said that 46.4% of political media spending will go to broadcast TV this year. Direct mail will be the second highest category, at 21.4%, followed by radio (7.4%) and cable TV (7.0%)
eMarketer, too, sees active political ad spending helping broadcasters. According to our latest estimates, total TV ad spending in the US will reach $69.87 billion this year. While that is off 0.5% from 2017, it's a milder decline than the 1.5% decrease registered last year.
Posted 3:36:00 AM