SBGI
Political ad spending passes record $6.7B, a boon for local TV
- It's been a record-setting election season in several ways, as giant
numbers of citizens flock to early voting, but political ad spending has
already surpassed a record $6.7B, and there's still 17 days to go.
- Political advertising is a largely local business, and so the vast
bulk of that spending has gone to local stations and local cable: $4.1B
to local broadcast, and $1B to local cable, Advertising Analytics says,
with just $247M on national broadcast/cable networks.
- Spending on the presidential race has more than doubled from 2016, to
$2.63B vs. a previous $855M.
- Meanwhile, Senate race spending has jumped to $1.67B from $989M, and
spending the House races has actually declined so far - to $950M from
$1.03B.
- Of that total political ad spend, digital has about an 18% share
($1.2B) and 73% of that spending is direct-response ads for fund-raising
and list-building, vs. 23% of spending on persuasive ads.
- Local broadcast names to benefit from record spending: Sinclair
Broadcast Group (NASDAQ:SBGI), Gray Television (NYSE:GTN), Nexstar Media
Group (NASDAQ:NXST), Tegna (NYSE:TGNA), and E.W. Scripps.
- And the digital leaders: Facebook (NASDAQ:FB), Google (GOOG, GOOGL),
and Twitter (NYSE:TWTR).
|Yesterday, 6:32 PM|72 Comments
Political ad spending passes record $6.7B, a boon for local TV
- It's been a record-setting election season in several ways, as giant
numbers of citizens flock to early voting, but political ad spending has
already surpassed a record $6.7B, and there's still 17 days to go.
- Political advertising is a largely local business, and so the vast
bulk of that spending has gone to local stations and local cable: $4.1B
to local broadcast, and $1B to local cable, Advertising Analytics says,
with just $247M on national broadcast/cable networks.
- Spending on the presidential race has more than doubled from 2016, to
$2.63B vs. a previous $855M.
- Meanwhile, Senate race spending has jumped to $1.67B from $989M, and
spending the House races has actually declined so far - to $950M from
$1.03B.
- Of that total political ad spend, digital has about an 18% share
($1.2B) and 73% of that spending is direct-response ads for fund-raising
and list-building, vs. 23% of spending on persuasive ads.
- Local broadcast names to benefit from record spending: Sinclair
Broadcast Group (NASDAQ:SBGI), Gray Television (NYSE:GTN), Nexstar Media
Group (NASDAQ:NXST), Tegna (NYSE:TGNA), and E.W. Scripps.
- And the digital leaders: Facebook (NASDAQ:FB), Google (GOOG, GOOGL),
and Twitter (NYSE:TWTR).
|Yesterday, 6:32 PM|72 Comments
Comments
Post a Comment