See the Map: Political TV Ad Spending Just Surged the Most in Michigan and Wisconsin

By Published on .

Most Popular

Editor's note: Here's the fifth and final installment of the Ad Age Swing State Advertising Heat Map, presented in partnership with Strata, an advertising software firm owned by Comcast that processes more than $50 billion in ad transactions each year. This monthly view is designed to supplement our weekly Campaign Scorecard posts that appear every Friday in our Campaign Trail section. Some context and analysis from Simon Dumenco follows. --Ken Wheaton

• ICYMI, here's the previous installment in this series: "The Swing States Where Political TV Ad Spending Has Heated Up -- and Gone Cold"

• As we've previously noted, by drilling down into Strata's hyperlocal TV advertising data -- the company works with political ad agencies representing 75% of the total political ad spending -- we can get a good sense of the ebb and flow of ad dollars among the battleground states.

• Last time Michigan was hot (+203% over the prior month); now it's red hot (+696%).

• Last time Wisconsin was cold (-21% from the month before); now it's hot (+303%).

• Actually, every swing state tracked on our map is up, with October spending in North Carolina, Virginia, Colorado and Pennsylvania all up 100% or more over September, Florida up 90% and Ohio up 42%.

• It's worth noting, though, that only Pennsylvania and North Carolina are up when you compare October 2016 with October 2012.

• Judd Rubin, VP-revenue at Strata, told Ad Age that "We're seeing a massive uptick in ad spend in crucial battleground states" thanks in part to what he calls "the onslaught of October and November surprises. With Trump announcing he's putting $10 million into his campaign, this last week could see a flurry of ads entering once-safe states."

Ad Age Swing State Political Advertising Heat Map
Powered by Strata
% change October 2016 vs. September 2016
Decrease
Increase

% change October vs. September (2016) % change 2016 vs. 2012 (October)
Michigan
696%
Detroit 506% -77%
Flint 0% -94%
Grand Rapids 5506% -84%
Wisconsin
303%
Green Bay 220% -51%
Madison 782% -73%
Milwaukee-Racine 339% -74%
North Carolina
165%
Charlotte-Gastonia-Rk Hill 152% 245%
Greensboro-Winston Salem 188% 396%
Raleigh-Durham 173% 175%
Virginia
159%
Norfolk-Virginia Beach 76% -90%
Richmond 51% -78%
Washington, D.C. 215% -80%
Colorado
141%
Colorado Springs 175% -23%
Denver-Boulder 127% 10%
Grand Junction 737% 11%
Pennsylvania
100%
Harrisburg-Lebanon 103% 469%
Philadelphia 91% 235%
Pittsburgh 120% 41%
Florida
90%
Miami-Ft.Lauderdale 414% -3%
Orlando 54% -3%
Tampa-St.Petersburg 60% 13%
Ohio
42%
Cincinnati 88% -57%
Cleveland 24% -52%
Columbus 54% -36%
Methodology: The Ad Age Swing State Political Advertising Heat Map tracks the ad spend of political advertising agencies in key swing states and local markets. The data reflects actual ad orders placed only by political advertising agencies to local/spot TV stations through Strata's software. The Heat Map includes local spend for the top three DMAs containing the highest percentage of total state populations for each state. The Heat Map is updated monthly with ad orders placed by political advertising agencies representing 75% of total political ad spend nationally.
About Strata: The solutions that Strata provides empowers clients to buy and sell all media types including cable, broadcast, newspaper, radio, outdoor and digital advertising mediums. Over $50 Billion in advertising dollars flow through Strata systems per year. As the system of choice for over 1,000 agencies in the United States, STRATA provides media technology that enables organizations to lead rather than react to industry developments. Strata is a Comcast Platform Services company. For more information, visit www.gotostrata.com.
Map and chart design by Ad Age Digital Content Producer Chen Wu.

In this article: