Projections have campaign spending estimated at $6 billion in the 2012 election cycle. According to Ken Goldstein, president of Campaign Media Analysis Group, combined television spending across candidates, party committees, and outside groups could reach $3.2 billion. For comparison purposes, about $2.1 billion was spent on television advertising in 2008.
Twitter has also started selling political ads in the form of its promoted tweets, accounts and trends. In September 2011 these placements launched with a campaign for GOP presidential candidate Mitt Romney. Political ads are differentiated with purple icons and when users mouse over the ads, Federal Election Commission compliant notification revealing the ad’s backer are viewable.
As of November 18, 2011, Pandora revealed its plan to sell targeted political ads during the 2012 election period. Targeting will be based on age, gender, and zip code.
In addition to candidate advertising, ballot or issue advertising also accounts for political spending and demands on inventory. As of November 15, 2011, there are 56 ballot questions certified for spots on 23 statewide ballots. Some of the ballots in key states include: California: Term Limits, Tobacco Tax, and Water Bond; Nevada: Harrah’s Sports Arena Initiative and Special Tax District Ban Measure. As we move into 2012, we expect additional ballot propositions to be certified.
As we enter 2012, we recommend planning ahead and buying as early as possible. Due to the demands of political advertising, CPPs and preemptions are expected to increase throughout the year.
Sources: Ad Age, LA Times, billboard.biz, ballotpedia.org
