Political dollars rolling in for TV


Wells Fargo Securities analyst Marci Ryvicker is keeping tabs on political ad buying on broadcast TV to see if it tracks with her estimate that political ad spending will hit $3.3 billion this year. So far, the dollars are rolling in.

“Year-to-date, through September 26th, political ad spend on broadcast TV totaled $981million. This represents a $91 million, or 10% increase, over the prior week (ending September 19th). However, the pace of incremental spend slowed somewhat (by 37%) – for example, $91 million was spent during the week ending September 26th versus $145 million spent during the week ending September 19th,” Ryvicker reported.

In terms of absolute dollars, the top markets for the most recent week tracked (9/20-26) were Chicago, Philadelphia, Denver, Cleveland and Tampa.

But, of course, heavy political spending can have a bigger impact when you move down in market space. As a percentage of market revenue, the top markets for political were Indianapolis, IN; Wilkes-Barre, PA; Wausau, WI; Tallahassee, TN; and Panama City, FL.