Election Tally: $3.1B Spent on TV Ads
Local broadcast get $2.9 billion, up 86% from 2008
By Jon Lafayette -- Broadcasting & Cable, 11/30/2012 9:49:25 AM
Election year spending poured $3.1 billion into the
broadcast TV business, according to a new report.
About $2.9 billion was spent on local TV ads, according to an analysis of Kantar Media's CMAG data by Marci Ryvicker, senior analyst at Wells Fargo. The rest went to network and national spots.
The local TV spending was 38% higher than in 2010 and 86% more than was spent in the previous presidential election year of 2008. In October alone, there was $1.27 billion spent.
The biggest contributor to spending was the presidential race, which contributed 41.8% of the ad dollars. Another 21.9% was spent in support of ballot initiatives. The "others" category accounted for 5.1%.
The markets that got the most political ad dollars were Los Angeles, Washington, Cleveland, Las Vegas and Denver.
The media companies with the most exposure in those markets are News Corp., CBS, NBC, Gannett and Disney.
With no incumbent candidate, the 2016 Presidential campaign may see $4 billion in TV spots alone, and another $2 billion for state and local races.
In much of the country, non-political TV spots may be all but squeezed off-the-air to make room for all the political commercials.
And the 2017 model automobiles probably won't hit showrooms until after Election Day because carmakers won't be able to get many (if any) TV spots prior to Election Day.
Joseph - 12/6/2012 6:55:46 PM EST
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