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Bracing for the Big Flood
                Of 2012 Political Advertising
March 8, 2012   Report Preview slides
Who’s Who in Local Media:
    See attendee list
    http://bit.ly/y2yKE7

    Check out the buzz
on Twitter hashtag #loac2012
About this slide deck
The following is a preview of Borrell Associates’
2012 Political Advertising Outlook. An executive
summary and full report can be downloaded at
www.borrellassociates.com.



                   © 2012 Borrell Associates Inc.
Summary
This will be the most expensive year for politics ever. An estimated $9.8
billion will be spent, 41% more than the last presidential election year.
In addition to the presidential campaign and PAC spending, 13,000 state
and local contests will be decided. While all media will see increases in
political advertising, TV, newspapers and Direct Mail will actually lose
share. Online, while increasing eightfold since 2008, will still see just
1.6 cents of every political advertising dollar spent.


                        © 2012 Borrell Associates Inc.
All Media Gain $ But Not Share

                                Big-Picture Trends
www.borrellassociates.com
Spending Variances by State

                                Big-Picture Trends
www.borrellassociates.com
How Online Advertising Will Be Spent

                                Big-Picture Trends
www.borrellassociates.com
Example from Report: State Spending

                                Big-Picture Trends
www.borrellassociates.com
Example from Report: Local Spending

                                Big-Picture Trends
www.borrellassociates.com
Want More?
 Download the full report or join the Webinar
   with the report’s author, Kip Cassino, at

           www.borrellassociates.com

Phone: 1-757-221-6641   Email: info@borrellassociates.com
Additional Resources
Group to join:

                 Local Advertising and Marketing Trends



          Follow us on Twitter: @goborrell

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Borrell 2012 political advertising forecast

  • 1. Bracing for the Big Flood Of 2012 Political Advertising March 8, 2012 Report Preview slides
  • 2. Who’s Who in Local Media: See attendee list http://bit.ly/y2yKE7 Check out the buzz on Twitter hashtag #loac2012
  • 3. About this slide deck The following is a preview of Borrell Associates’ 2012 Political Advertising Outlook. An executive summary and full report can be downloaded at www.borrellassociates.com. © 2012 Borrell Associates Inc.
  • 4. Summary This will be the most expensive year for politics ever. An estimated $9.8 billion will be spent, 41% more than the last presidential election year. In addition to the presidential campaign and PAC spending, 13,000 state and local contests will be decided. While all media will see increases in political advertising, TV, newspapers and Direct Mail will actually lose share. Online, while increasing eightfold since 2008, will still see just 1.6 cents of every political advertising dollar spent. © 2012 Borrell Associates Inc.
  • 5. All Media Gain $ But Not Share Big-Picture Trends www.borrellassociates.com
  • 6. Spending Variances by State Big-Picture Trends www.borrellassociates.com
  • 7. How Online Advertising Will Be Spent Big-Picture Trends www.borrellassociates.com
  • 8. Example from Report: State Spending Big-Picture Trends www.borrellassociates.com
  • 9. Example from Report: Local Spending Big-Picture Trends www.borrellassociates.com
  • 10. Want More? Download the full report or join the Webinar with the report’s author, Kip Cassino, at www.borrellassociates.com Phone: 1-757-221-6641 Email: info@borrellassociates.com
  • 11. Additional Resources Group to join: Local Advertising and Marketing Trends Follow us on Twitter: @goborrell