During the 2016 political campaigns, marketers realized a candidate doesn’t have to match or outspend an opponent in TV commercials -- or even in overall funds raised -- to win an election.
That single revelation has changed a decades-old trajectory where political advertising has spiraled upward, with broadcast TV outlets being the primary beneficiary, according to a new reports on Political Ad Spending from Borrell Associates.
Borrel reports strangeness aside, it was still a record year for political advertising, up 4.6% from the 2012 Presidential Election. Combining local, state, and nationwide election spending, 2016 elections pumped $9.8 billion into advertising media coffers.
But, radio and broadcast TV lost ground. TV going from a 57.9% share of all political advertising in 2012 to a 44.7% share in 2016. That's a 19.3% loss compared to 2012. Radio dropped from 8.6% in 2012 to 6.3% in 2016, that's a 23.3% decline.
Meanwhile, digital media spending increased nearly eightfold, going from a 1.7% share in 2012 to a 14.4% share in 2016.
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