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Investment in digital ads for the 2016 election campaign will exceed US$1 billion
Manuela Walfenzao| 18 de agosto de 2015
El estudio calcula que el gasto total en propaganda llegará a los US$11,4 mil millones en 2016
A report by Borrell Associates revealed the importance that digital has acquired for politics. The study estimates that total political digital ad spending in the 2016 election season will exceed US$1 billion. This figure represents 9.5% of the total invested in the election campaign. Broadcast television spending will continue to have a privileged position with an investment of US$5.8 billion, 51% of the total.The report, 20152016 Political Advertising Outlook, estimates that total political advertising spending will reach US$11.4 billion in 2016, a 20% increase with respect to 2014. Combined spending of 2015 with next year’s results in the amount of US$16.5 billion.After broadcast TV, comes cable spending with US$1.1 billion, 10% of the total that will be invested. Investment in digital advertising follows closely, then spending on newspaper ads with US$848 million (7.4%) and radio with US$827 (7.3% of total spending).Half of the investment will be for local elections. According to the report, more than 29,000 electoral contests will be at a local level, including city councils, county commissioners, school boards and ballot issues. In terms of spending per state, California will spend US$1.2 billion and Texas US$896 million. Smaller states will also see a big investment in propaganda, including Virginia with US$459 million, Florida with US$800 million and Colorado with US$295 million.
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