Cook Political Report’s Elizabeth Wilner Projects $4.4 Billion in 2016 TV Ad Spending

Our post-Citizens United world.

U.S. Coins and Paper MoneyCook Political Report contributing editor and Campaign Media Analysis Group head Elizabeth Wilner projects a “caveated” $4.4 billion in campaign TV ad spending for all 2016 elections. This is compared to the last presidential election campaign year, 2012, when TV ad spending totaled $3.8 billion.

Here are some key points:

  • A longer GOP primary could affect spending by at least $100 million. And the relationship is inverse: a longer GOP primary translates into fewer dollars going into the more expensive national general elections ads.
  • Presidential campaign ad spending will go up compared to the 2008 and 2012 elections, by an estimated $500 million.
  • Spending on ads for Congressional House races is expected to stay roughly flat, but may increase for Senate raises in expensive battleground markets like Florida.

Read Wilner’s full report here.