By Karen Dudek, Media Supervisor, Capstone Media
And to think Facebook was considering dropping all political advertising from their platform. Read on.
According to Kip Cassino, a research expert at Borrell Associates, a local advertising research firm, political advertising has “turned into an industry now, and you’re going to see political ads always.” The research consultant made that comment to Bloomberg Media after discussing the amount of advertising that was spent to support the mid-term elections.
Some Spending Stats
It is estimated when it is all said and done, that total mid-term ad spending may reach $9 billion. This is a record for political advertising.
Digital ad spending is estimated to have grown to $1.8 billion alone, a 25-fold increase over 2014. Spending that year reached $250 million.
Broadcast TV continues to receive the lion’s share of political ad spend. Media ad spend tracking firm Kantar Media, estimates Broadcast TV may end up with an increase in revenues of 30% over 2014, for a total of $2.7 billion.
Local cable TV advertising is expected to exceed their 2014 revenues by 75%, sparking this comment from Kantar VP Steven Passwaiter “Everybody killed it this year.”
Facebook Gains
In spite of the criticism that Facebook endured by accepting political ads during the 2016 presidential election, political advertisers still spent $354 million in 2018 resulting in more than 2 million ads on their social platform.
The 2020 political ad campaigns should be starting a lot sooner than you would expect. Let’s take a look at the media spending numbers in two years and see if they break even more records!
See full Borrell/Kantar/Bloomberg article at this link https://www.bloombergquint.com/business/facebook-google-are-election-ad-winners-despite-meddling-outcry#gs.dVlj17w
About Capstone Media
Capstone Media is an Ohio based marketing & media buying services consultancy. Core services include target market research coupled with strategic marketing solutions, media planning, media buying and promotional solutions. In addition, we are a teaching consultancy that continually updates our clients on marketing trends especially in the area of emerging media technologies.
Contact Tracy Smuts at 440-717-1100 with any questions.