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Online Political Ad Spending Accounts for 1.5%

Up Sharply From 2008

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It has been reported as of late that politicians have been turning to digital media in support of their campaigns, but the actual spending on web ads has been relatively low.

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In a study by Borrell Associates, online political advertising in 2012 will account for an estimated $159 million out of $9.8 billion total ad expenditures, which is roughly 1.5%. Still, this number is sharply higher than the $22.2 million spent in 2008, up over 615%.

According to Adweek, politicians running for office will spend about $42 per voter, the highest windfall of political advertising yet, and total ad expenditures will be up 41% from 2008, the costliest campaign so far in history.

With online ad spending gaining popularity, Borrell points out that there will be a small decline in turning towards broadcast television- TV ads will still account for $5.6 billion of the total funds, but its share will fall to 57.3%, down from 61.9% in 2008. Cable TV spending will also be up 43.8% from 2008 at $938.8 million.

Borrell speculates that spending will be most concentrated in the Northeast. At this, Virginia markets like Norfolk and Richmond will attract between $60 million and $80 million, while Florida markets such as Orlando, Miami and Tampa will see $150 million to $175 million.

Online Political Ad Spending Accounts for 1.5%
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