Borrell and Associates has issued a revised report for the amount of money that will be spent on political advertising in 2018. An additional $321 million was added to Borrell’s earlier estimates, and radio will receive approximately $683.4 million, up 21.1% from Borrell’s earlier forecast. If true, radio will take in 7.7% of the total ad-spend pie. Borrell’s total political ad spend forecast is now $8.8 billion for 2018.
The report says more money will be going to newspapers, radio, and cable, and less than originally forecasted for direct mail and digital media. If radio does receive 7.7% of the total ad spend budget that would be an increase of 10.4 from the previous mid-term election back in 2014.
Newspapers will see 12% more revenue compared to Borrell’s original forecast. Cable is up 11%. And out of home is up 26%.
Digital loses 5.6% from what was originally forecast, mostly due to Facebooks recent issues. Direct mail is revised down by 10%.
Even With a 5% decline, digital is still huge. $1 of every $5 will be spent on digital this year if Borrells predictions are true.
During the last midterms in 2014, digital media accounted for less than 1%. Borrell’s current forecast reduces its initial estimate by $105 million, to $1.77 billion.
There will be dozens of primaries, runoffs, and special elections, all leading up to the midterm General Election on November 6.
