After an unusually slow start at the end of 2011, political ad spending is likely to ramp up rapidly in 2012. Last week, MediaVest distributed a report to clients predicting political spending will jump by as much as 30 percent from four years ago—possibly reaching $4 billion—with the bulk of expenditures going to local television outlets. The report warns that the bump will crowd out nonpolitical advertisers.
“Every election year breaks records. We’re definitely going to see a big bump in spending in 2012,” said Maribeth Papuga, who oversees local TV and radio purchases as director of local video investment and activation at MediaVest.
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