Report: Political Radio Ad Spending Expected To Zoom 7.7%

U.S. political advertising for this year’s midterm elections will climb 8% to $8.9 billion versus the same election four years ago, according to Borrell Associates. Digital media spending is forecast to see skyrocketing gains.

According to MediaPost, the local advertising research company says less than one-third of all political money has already been spent. Borrell raised its earlier revenue estimates by $400 million. Overall political midterm spending will hit record levels this year.

Broadcast TV is projected to get the bulk of the overall spending -- $3.5 billion -- although Borrell says its share of the market is a quarter of what it was four years ago: a 40% share.

Digital media will see spending soar -- to $1.8 billion, for a 20% share. It was $70 million in 2014, according to Borrell

This year, it expects display will command the biggest part of digital, at $706 million. Digital video will hit $373 million, while email marketing will get to $362 million and search will reach $353 million. Overall, the researcher says more than 60% of every dollar will go toward social networks in terms of display and video advertising.

Cable TV is projected to get to $1.1 billion (12.5% share). Radio will see $689 million (7.7%); newspapers/magazines, $723 million (8.1%); telemarketing, $501 million (5.6%); out-of-home, $406 million (4.5%); direct mail, $225 million (2.5%); and other print, $100 million.

In the report, Borrell says: “There are more dollars flowing to races below the state level than we initially anticipated. That will principally benefit local media, including TV, radio, newspapers and cable.”