Political spending by medium

Local television will be the media venue of choice, as per usual, according to the assessment of Wachovia Capital Markets as Marci Ryvicker and associates. WCM looked at the spending patterns of the last two contests and provides projections going forward for a wide variety of media. Television, in its various forms, is expected to grab 67.6% of political business. Radio is expected to be ahead of 2004 in terms of revenue and share. It will come in ahead of 2006 in terms of raw dollars but its share is expected to decrease. It will be the third venue of choice, behind direct mail. Newspaper, internet and outdoor have yet to take hold in the politcal arena, looking at shares of 2.3%, 2.3% and 1.4% respectively.

	2004		2006		2008
Medium	Rev	Pct.	Rev	Pct.	Rev	Pct.
Local TV	$1560M	58.90%	$2100M	61	$2700M	60.90%
Network TV	$40M	1.50%	$50M	1.5	$60M	1.40%
Cable TV	$100M	3.80%	$150M	4.4	$240M	5.40%
Total TV	$1700M	64.20%	$2300M	66.8	$3000M	67.60%
Direct mail	$650M	24.50%	$700M	20.3	$900M	20.30%
Radio	$175M	6.60%	$250M	7.3	$275M	6.20%
Newspaper	$60M	2.30%	$100M	2.9	$100M	2.30%
Internet	$30M	1.10%	$40M	1.2	$100M	2.30%
Outdoor	$35M	1.30%	$55M	1.6	$60M	1.40%
Total	$2650M	-	$3445M	-	$4435M	-

Source: Wachovia Capital Markets, TNS Media Intelligence/CMAQ, PQ Media

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