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September 5, 2018

Fall Update:
2018 Political Advertising Set to Break Records

Overview

With more than five dozen primaries, runoffs, and special elections already behind us, the advertising bombardment has only just begun.  Two-thirds of the estimated $8.9 billion that will be spent on advertising this year has yet to hit the TV screens, radio speakers, road signs, newspapers, and mailboxes.  Broadcast TV is reaping the biggest bounty of this year's hotly contested elections, but so is digital media, which is getting the second-highest share of dollars. This 20-page report details the latest in advertising forecasts nationally, by type of race, and for states and localities.  It includes more than two dozen charts and tables, plus an appendix that lists forecasts for 50 states by type of race (Senate, House, gubernatorial, local, etc.).  The report is $995, or free to Borrell subscribers.  A 30-minute webinar with the report's author, Kip Cassino, is available for $195 (free to Borrell subscribers).  An executive summary is available for free.

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