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June 28, 2014

2014 And Beyond Political Advertising Outlook

Overview

Political Advertising will hit $8.3 billion this year, with half of that money spent in August, September and October. This report examines ad-spending trends across five four-year election cycles and offers insights into which media are losing share and which are gaining. Video-oriented media (cable and broadcast TV) continue to dominate, though online video has begun a growth jag worth monitoring. Candidates and parties spent a minuscule $25 million in the last presidential election, but are poised to spend 10 times that amount in the 2016 races. Our 16-page report includes 9 charts and graphics, plus a three-page appendix with charts showing political ad spending by medium from 2005-2013, and forecasts to 2016. It also provides additional detail on online spending, including spending on social media sites. An executive summary is available for free.

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