DUBLIN--(BUSINESS WIRE)--Research and Markets has announced the addition of the "U.S. Political Ad Spending Update 2016" report to their offering.
The political advertising bonanza has begun in earnest, clogging airwaves and splashing messages across social media. There's something obviously different this year, as evidenced by how $280 million was spent in the first three months of 2016 - well in advance of any state or local races.
A complex mix of earned media and purchased media has thrown a bit of a twist into the forecasts. 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 than initially thought. Forecasts have been adjusted up 3.1%, figuring campaigns will spend $357 million more than 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.
This report examines the changes and details how the rest of year is likely to unfold. An appendix offers detail on forecast political spending by media choice, per-voter spending, and spending at the state and local levels.
The biggest beneficiaries of this additional $357 million in spending will be digital, radio, and cable -- and local media in general. With broadcast TV inventory clogged, campaigns and PACs have been turning to available inventory such as cable and radio spots and digital banner ads. Also, expect 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.
This 21-page report includes 6 charts and tables, plus three appendices.
For more information visit http://www.researchandmarkets.com/research/9q4qgs/u_s_political_ad
