Online Political Spending to Hit $159 Million in 2012

  |  March 8, 2012   |  Comments

Borrell forecasts online and other media spending for the 2012 election.

With all eyes on the presidential campaigns, a new Borrell Associates report reminds observers that 2012 political ad spending encompasses thousands of local and state campaigns, too. The local media research firm forecasts that $159.2 million will be spent on digital ads and email this election cycle. That's a mere 1.5 percent share of the total $9.8 billion expected to flow from campaigns, parties, and Super PACs towards TV, telemarketing, direct mail, and other media.

Borrell's 2012 Political Advertising Outlook report showed just $1.62 billion, or 16.5 percent, of total projected 2012 ad spending will come from presidential campaigns themselves.

borrell-onlinepoliticalspend2012

By the end of January, original research from ClickZ Politics showed President Barack Obama's reelection campaign and the Democratic National Committee together spent $10 million on online advertising, not including email, during the 2012 cycle. In the same period GOP presidential hopefuls and the RNC had spent half that - around $5 million - on online ads.

Borrell breaks out spending forecasts for the most popular online ad formats. The largest chunk goes to paid search - $51.9 million or 32.6 percent. Targeted display - which includes social display like Facebook advertising - is expected to attract $47.4 million or a 29.8 percent share. Run of site display advertising, on the other hand, is expected to amount to just $4.5 million - a 2.8 percent share.

Streaming video advertising has become an increasingly popular form of online advertising for political campaigns looking to extend the reach or their TV campaigns and target voters who don't watch live television. Borrell forecasts streaming video spending will reach $35.1 million in 2012, a 22 percent share of online advertising.

Email spending will hit $17.8 million or 11.2 percent share. Streaming audio will amount to a 1.5 percent share, or $2.5 million, according to Borrell.

The research firm reports that local media outlets will reap "a few hundred thousand dollars" for online ads from political advertisers in 2012.

ClickZ Live Toronto Twitter Canada MD Kirstine Stewart to Keynote Toronto
ClickZ Live Toronto (May 14-16) is a new event addressing the rapidly changing landscape that digital marketers face. The agenda focuses on customer engagement and attaining maximum ROI through online marketing efforts across paid, owned & earned media. Register now and save!

ABOUT THE AUTHOR

Kate Kaye

Kate Kaye was Managing Editor at ClickZ News until October 2012. As a daily reporter and editor for the original news source, she covered beats including digital political campaigns and government regulation of the online ad industry. Kate is the author of Campaign '08: A Turning Point for Digital Media, the only book focused on the paid digital media efforts of the 2008 presidential campaigns. Kate created ClickZ's Politics & Advocacy section, and is the primary contributor to the one-of-a-kind section. She began reporting on the interactive ad industry in 1999 and has spoken at several events and in interviews for television, radio, print, and digital media outlets. You can follow Kate on Twitter at @LowbrowKate.

COMMENTSCommenting policy

comments powered by Disqus

ClickZ Today is our #1 newsletter. Get a daily dose of digital marketing.

COMMENTS

UPCOMING EVENTS

Featured White Papers

ion Interactive Marketing Apps for Landing Pages White Paper

Marketing Apps for Landing Pages White Paper
Marketing apps can elevate a formulaic landing page into a highly interactive user experience. Learn how to turn your static content into exciting marketing apps.

eMarketer: Redefining Mobile-Only Users: Millions Selectively Avoid the Desktop

Redefining 'Mobile-Only' Users: Millions Selectively Avoid the Desktop
A new breed of selective mobile-only consumers has emerged. What are the demos of these users and how and where can marketers reach them?

Jobs

    • Contact Center Professional
      Contact Center Professional (TCC: The Contact Center) - Hunt ValleyLooking to join a workforce that prides themselves on being routine and keeping...
    • Recruitment and Team Building Ambassador
      Recruitment and Team Building Ambassador (Agora Inc.) - BaltimoreAgora, www.agora-inc.com, continues to expand! In order to meet the needs of our...
    • Design and Publishing Specialist
      Design and Publishing Specialist (Bonner and Partners) - BaltimoreIf you’re a hungry self-starter, creative, organized and have an extreme...