Spending on political advertising to double by end of year, according to a story in Reuters. How much will be internet Based?
In my estimation, more political advertising money will be spent online then ever before. This increased spending is driven from advances in online advertising technologies, chiefly the ability to target voters by location and geography.
In prior years the major benefactors of increased political spending has always been “Local” media outlets; the “local” TV station, the “local” newspaper, the “local” radio stations. That is because most campaigns are based in limited geography. In it’s most simplistic terms, this “Local buying” can be duplicated online. Targeting capabilities of the majority of online publishers and advertising networks include, at minimum the ability to deliver targeted ads to people in a certain region, state, city, or even district. The ability for monies spent on political advertising to selectively reach only those people who are eligible to vote is a very powerful tool.
According to Borrell Associates, political ad spending will reach $4.2 billion this year, double the $2.1 billion the firm estimated was spent in 2008. And Campaign Media Analysis Group, a unit of WPP’s Kantar, also expects a record total, with up to $2.8 billion being spent by candidates and various special interest groups, vs. the $2.6 billion it said was spent two years ago, notes Adweek. It’s also striking given that 2010 is a mid-term election, when spending usually dips below the previous presidential campaign cycle. But this year, there is close to 100 congressional elections, vs. the normal 35 to 40. In addition more than half of all the gubernatorial and senate seats are up for grabs.
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