Borrell Associates recently released updated projections for political spend in 2018.
Top platforms for $8.5B local spend (% of total):
1) Broadcast TV: $3.4B (40%)
2) Digital: $1.9B (22%)
3) Cable TV: $994M (12%)
4) Radio: $564M (7%)
5) Newspapers: $553M (7%)
6) Telemarketing: $481M (6%)
7) Out-of-home: $317M (3%)
TV vs. Digital only (% of total):
1) Broadcast/Cable TV: $4.4B (70%)
2) Digital: $1.9B (30%)
NOTE: The digital number includes all costs (fundraising, list building, etc.) beyond just digital video.
Digital spend in politics has grown 135X since 2010!
