Political Ad Bonanza Predicted For Digital, Radio

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.

It will still be a record year for political advertising from the national down to the local level − even more so. Borrell Associates has adjusted their  forecasts up 3.1%, figuring campaigns will spend $357 million more than we originally anticipated as they scramble to clarify their messages or, more likely, spend money to simplify their opponents’. Nearly half of that increase will go to radio, cable and online media, which are quickly becoming viable alternatives to already-clogged TV programming.

Also, Borrell expects the national vitriol to cause a trickle-down effect at the state and local level. Candidates and PACs are likely to rush to the airwaves to caricature their opponents and tie them to deeply negative aspects of their party's nominee.

“With broadcast TV inventory clogged, campaigns and PACs have been turning to available inventory such as cable and radio spots and digital banner ads,” Borrell says in the report. “Also, expect the national vitriol to cause a trickle-down effect at the state and local levels. Candidates and PACs are likely to rush to the airwaves to caricature their opponents and tie them to deeply negative aspects of their party’s nominee.”