How will the political climate affect advertising in 2010?
In 2010, political advertising will climb to an estimated $3.3 billion dollars, an increase of 11 percent over 2008 but a slight decline from 2006. This is fueled by the election of 37 governors, 38 senators, the entire House of Representatives and issue advertising, including the big healthcare debate.
Broadcast TV will secure the most revenue with well over 60 percent of the projected spending. The rest will be spread amongst cable, direct mail, radio, newspaper, outdoor and internet. The TV groups that will be the most affected are Disney’s ABC stations, Journal Communications and CBS.
Political advertising couldn’t come at a better time for TV, which has had a difficult time due to the economy and auto market decline. According to the Television Bureau of Advertising, political ads will contribute to an increase for spot TV between 3.6 and 6.1 percent.
When placing your ad dollars in 2010, be aware that costs may be driven up during political windows especially in television, which may increase preempt ability. Political advertisers spend at the top tier for their advertising so if there is low inventory, there is a chance for a lower tier schedule to get bumped.
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