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October 21, 2009 -- According to a Wells Fargo Securities report, political advertising will hit $3.3 billion in 2010, an 11% increase over 2008, but still a 4% decrease compared to 2006.
The factors affecting the 2010 forecast are similar to those of 2006. Marci Ryvicker, senior analyst and author of the report is quoted as saying, "2010 political spending will most closely resemble 2006, as it was the last time a large number of governor races were held, and congressional elections faced similar conditions (i.e., declining presidential and congressional approval ratings and contentious issues)."
Broadcast TV will be top ad spend at $2.2 billion (67% of the total) with $2 billion going to local TV, $150 million to cable and $50 million to network TV.
The 2010 projected political ad spend breakdown:
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Medium
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$ Ad Spend
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% of Total
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TV
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$2.2 billion
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67%
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Direct Mail
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$650 million
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20%
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Radio
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$250 million
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8%
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Newspapers
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$95 million
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3%
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Outdoor
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$55 million
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1.5%
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Internet
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$50 million
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1.5%
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| Note: Total does not equal 100% due to rounding |
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