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March 7, 2012

Political Advertising:
The Flood of 2012 - Mar '12


This 20-page report offers nine charts and graphics detailing how Political Action Committees, candidates and political parties will spend an estimated $9.8 billion in advertising this year. It will be the most expensive campaign in U.S. history. The charts detail political advertising by source (presidential candidates, U.S. Senate, U.S. House, State/Local and Issues and PACS) per-voter spending trends, and how certain media will benefit. Broadcast TV is likely to get 57 cents of every $1 spent. Online, meanwhile, will get just 1.6 cents – which tallies to $160 million nationwide. In addition to expert analysis on campaign and issues spending, the report shows hotspots across the U.S. where spending is likely to be highest. Two appendices show estimates political advertising levels for 210 U.S. localities and for each of the 50 states. Each market estimate breaks out the levels to be spent by the presidential, congressional and local candidates, as well as the PACs.

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