Political Ad Spending Could Hit $1.6 Billion This Year

Ad Age Video Report: Cable and Internet Still Remain Minor Sideshows to Broadcast TV

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NEW YORK (AdAge.com) -- Despite all the media chatter about Howard Dean's digital legacy and the rise of blogs and websites as the new powers of political marketing, local and national broadcast TV will continue to receive the overwhelming bulk of all ad spending during the upcoming primaries and presidential race, according to Evan Tracey, chief operating officer of the Campaign Media Analysis Group at TNS Media Intelligence.

TV Bureau of Advertising
Speaking at the Television Bureau of Advertising conference earlier this week at Manhattan's McGraw-Hill Conference Center, Mr. Tracey noted that state and national political marketing strategies remain "married to broadcast television" and that only small slices of candidates' budgets are going to cable or digital platforms.

'Biggest megaphone'
"I know there's a lot of talk ... about the potential for cable, the potential for the internet, but ultimately at the end of the day, television is the biggest megaphone that these campaigns have," he said.

Delivered to an audience of several hundred top media executives, his TNS Media Intelligence report forecast that advertising for state and national political candidates and related issues could go as high as $1.6 billion this year. Watch the video for excerpts of Mr. Tracey's speech.

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