Political-Ad Spending to Surpass $2 Billion Mark This Year
Political-advertising
spending has zoomed past projections and is headed toward a record $2
billion-plus this year, 17.6% more than 2004, according to TNS Media
Intelligence's Campaign Media Analysis Group, reports
AdAge. TNS had originally forecast spending to total between $1.4 billion
and $1.6 billion this year. The total could be even higher as those TNS
numbers don't include spot cable, which has attracted serious
spending.
What is driving the
high outlay in a year without a presidential campaign:
- high number of state ballot initiatives
- tight races for governors
- strong races for U.S. Senate and U.S. House
- changes in campaign-finance laws that allow increased contributions
- tightened availability of broadcast time that has pushed up prices
- more candidates clamoring to use TV spots, even in districts that haven't advertised before
The Democratic Congressional Campaign Committee said today it has bought national cable TV time on CNN and other networks for a "significant" buy for an ad that questions the country's direction in Iraq.
