Welcome!

News Feed Item

New PQ Media Report: Actual U.S. Political Media Spending Hit Record $4.55 Billion in 2010, Up 8% from 2008 & 45% versus 2006, Despite Lack of Presidential Election; Campaign Media Spending Forecast to Exceed $5.6 Billion in 2012

Despite the absence of a presidential election, actual U.S. political media spending reached a record $4.55 billion for the 2010 campaign cycle, up 8% compared to 2008, which included a presidential election, and jumping 44.9% versus 2006, according to a new report released today by PQ Media, the leading provider of global media econometrics. Actual advertising media spending reached $3.16 billion in 2010, accounting for 69.5% of all campaign media expenditures, growing 10.5% from the 2008 level and vaulting 45% compared to 2006, according to the fourth edition of the PQ Media Political Campaign Media Spending 2010. Marketing media expenditures hit $1.39 billion in 2010, up only 2.3% from 2008, but leaping 44.6% compared to the 2006 election cycle.

The PQ Media Political Campaign Media Spending series (previously titled Political Media Buying) is the most comprehensive and in-depth source providing actual and forecast spending, growth and trends data for all 14 advertising and marketing media segments; all six federal, state and local campaign categories; and each of the 50 states and 210 designated market areas (DMA’s). Advertising media tracked include broadcast and cable TV, radio, newspapers, out-of-home, internet, mobile and magazines. Marketing media include direct mail, telemarketing, public relations, event marketing, promotions and marketing research.

In addition, PQ Media for the first time is providing access to a value-added report extension that includes 20 exclusive data tables, featuring in-depth spending, growth and share analysis for every election cycle from 2000-2010. These tables cross-tabulate all six election cycles with each of the 14 advertising and marketing media and six federal, state and local campaign categories, offering the most comprehensive data series of political media spending available anywhere.

The 2010 campaign continued the spending and growth patterns of the previous five election years since 2000. Among the key trends, record fundraising drove an increase in overall political media spending for the sixth consecutive election cycle, regardless of whether or not there was a presidential race. Broadcast TV remained the primary medium used by political campaigns to reach voters in 2010, generating $2.29 billion in advertising, or just over half of all campaign media spending, and commanding nearly three-quarters of total ad spending, according to the PQ Media Political Campaign Media Spending 2010. While broadcast TV’s share of overall political media spending declined each election year from 2000 (55.8%) to 2010 (50.2%), the amount spent on this medium increased 237% during the period. While radio’s share of ad spending also declined every campaign cycle of the decade, newspapers was the only medium in which spending declined in any year from 2000 to 2010. Newspaper ad spending decreased for the second consecutive election cycle in 2010, as its share of total campaign media spending (2%) and advertising (3.1%) continued to slide for the third straight election.

Meanwhile, advertising media that consistently grew and gained share of ad spending throughout the 2000-2010 period included cable TV (7.9% share in 2010), internet (4.3%) and mobile, which tripled in spending from 2006 to 2010, but still accounted for well under 1% of total political advertising in 2010. In the marketing sector, direct mail spending, which accounted for almost three-quarters of all marketing expenditures in 2010, increased 2.9% to $1.03 billion compared with 2008 and grew 46.2% versus 2006, according to PQ Media. Among the other five marketing media, which combined generated only $356 million in 2010, public relations was the fastest growing segment, climbing 13% to $52 million compared to 2008.

“Just two years after the Democrats took control of the executive and legislative branches, the worst recession in 72 years, divisive reform issues and the Supreme Court’s ruling galvanized discordant Republicans to increase fundraising and wrest control of the House in 2010,” said Patrick Quinn, President & CEO of PQ Media. “Voter swiftness to oust incumbents based on critical issues like the economy and jobs isn’t new. But over the last century, voter unrest was only this intense in 1932 and 1992, two seminal periods of economic struggle and change in America. Given the magnitude of the Great Recession and the slow economic recovery we expect through 2012, the stage is set for some fierce battles on Capitol Hill, as both parties jockey for voter approval and donor support in the next election, which is likely to feature a hotly-contested presidential race.”

In addition to the economy, voter confidence and controversial healthcare and financial reform initiatives, another key driver of increased fundraising in 2010 was the Supreme Court’s decision to strike down most components of the Campaign Finance Reform Act, which limited corporate spending on political media campaigns. The Court’s ruling allowed corporations to finance media campaigns on industry-specific issues. But following negative publicity, many corporations changed strategy and shifted contributions directly to candidates or PAC’s, enabling them to buy more media inventory. Moreover, a slew of wealthy candidates ran self-funded campaigns in 2010, including Meg Whitman’s record-breaking $150 million bid to garner the California governor’s seat and Linda McMahon’s $50 million campaign to win the vacant Senate seat in Connecticut. Both Republicans, however, lost their respective elections.

Fueled by 37 races for governor, many of them hotly-contested, gubernatorial candidates accounted for the largest share of media expenditures by campaign category in 2010 at $1.46 billion, or 32.1%, of all political media spending, followed by House candidates at $1.27 billion (27.8%) and Senate races at $1.2 billion (26.3%). Spending on local/regional elections rose 14.6% to $323 million versus 2008, as Republicans sought to seize control of various state legislatures considered Democratic strongholds for decades, according to the PQ Media Political Campaign Media Spending 2010.

Driven by a number of contentious races and self-funded candidates, political media spending hit record levels in many DMA’s in 2010, as eight markets generated more than $100 million. Los Angeles topped the list at $337.8 million, due in part to Whitman’s campaign media splurge, followed by New York City – the nation’s largest DMA – at $238.6 million and Philadelphia at $144 million, driven by a number of contentious races. Fueled in large part by McMahon’s expensive bid for the Senate in Connecticut, the state’s only DMA – Hartford/New Haven, which is only the 30th largest DMA – was the seventh most lucrative political media market in 2010 with $111.9 million in spending.

PQ Media anticipates both parties to maneuver astutely for strong positions going into the 2012 campaign cycle, which has the potential to be the most contentious, lucrative and game-changing election in generations for multiple political stakeholders. “Two years is a long time in political terms, but current trending indicates campaign media spending in 2012 will continue the robust growth pattern of the past decade,” Quinn said. “While several key variables, including catastrophic global events, could change our outlook, PQ Media’s preliminary forecast is for total political media spending to set another record in 2012 by surpassing $5.6 billion, growing at double-digit rates over the 2010 level and the last presidential election year in 2008.”

About PQ Media

PQ Media is the leading provider of media econometrics and pioneer of emerging media research, including digital out-of-home advertising, branded entertainment and word-of-mouth marketing, among others. PQ Media's proprietary research methodology and modeling system delivers the most comprehensive and actionable strategic intelligence available to the global media, entertainment and communications industries. The firm provides top executives at leading media companies, financial institutions, management consultants and media agencies with data and insights to develop more effective strategic growth plans, investment parameters and tactical approaches. PQ Media partners with private equity firm Veronis Suhler Stevenson on the renowned VSS Communications Industry Forecast, the industry's benchmark for spending, usage, growth and trends data.

More Stories By Business Wire

Copyright © 2009 Business Wire. All rights reserved. Republication or redistribution of Business Wire content is expressly prohibited without the prior written consent of Business Wire. Business Wire shall not be liable for any errors or delays in the content, or for any actions taken in reliance thereon.

Latest Stories
SYS-CON Events announced today that Evatronix will exhibit at SYS-CON's 21st International Cloud Expo®, which will take place on Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. Evatronix SA offers comprehensive solutions in the design and implementation of electronic systems, in CAD / CAM deployment, and also is a designer and manufacturer of advanced 3D scanners for professional applications.
SYS-CON Events announced today that Synametrics Technologies will exhibit at SYS-CON's 22nd International Cloud Expo®, which will take place on June 5-7, 2018, at the Javits Center in New York, NY. Synametrics Technologies is a privately held company based in Plainsboro, New Jersey that has been providing solutions for the developer community since 1997. Based on the success of its initial product offerings such as WinSQL, Xeams, SynaMan and Syncrify, Synametrics continues to create and hone inn...
As many know, the first generation of Cloud Management Platform (CMP) solutions were designed for managing virtual infrastructure (IaaS) and traditional applications. But that's no longer enough to satisfy evolving and complex business requirements. In his session at 21st Cloud Expo, Scott Davis, Embotics CTO, explored how next-generation CMPs ensure organizations can manage cloud-native and microservice-based application architectures, while also facilitating agile DevOps methodology. He expla...
To get the most out of their data, successful companies are not focusing on queries and data lakes, they are actively integrating analytics into their operations with a data-first application development approach. Real-time adjustments to improve revenues, reduce costs, or mitigate risk rely on applications that minimize latency on a variety of data sources. In his session at @BigDataExpo, Jack Norris, Senior Vice President, Data and Applications at MapR Technologies, reviewed best practices to ...
DevOps promotes continuous improvement through a culture of collaboration. But in real terms, how do you: Integrate activities across diverse teams and services? Make objective decisions with system-wide visibility? Use feedback loops to enable learning and improvement? With technology insights and real-world examples, in his general session at @DevOpsSummit, at 21st Cloud Expo, Andi Mann, Chief Technology Advocate at Splunk, explored how leading organizations use data-driven DevOps to close th...
Continuous Delivery makes it possible to exploit findings of cognitive psychology and neuroscience to increase the productivity and happiness of our teams. In his session at 22nd Cloud Expo | DXWorld Expo, Daniel Jones, CTO of EngineerBetter, will answer: How can we improve willpower and decrease technical debt? Is the present bias real? How can we turn it to our advantage? Can you increase a team’s effective IQ? How do DevOps & Product Teams increase empathy, and what impact does empath...
Most technology leaders, contemporary and from the hardware era, are reshaping their businesses to do software. They hope to capture value from emerging technologies such as IoT, SDN, and AI. Ultimately, irrespective of the vertical, it is about deriving value from independent software applications participating in an ecosystem as one comprehensive solution. In his session at @ThingsExpo, Kausik Sridhar, founder and CTO of Pulzze Systems, discussed how given the magnitude of today's application ...
Modern software design has fundamentally changed how we manage applications, causing many to turn to containers as the new virtual machine for resource management. As container adoption grows beyond stateless applications to stateful workloads, the need for persistent storage is foundational - something customers routinely cite as a top pain point. In his session at @DevOpsSummit at 21st Cloud Expo, Bill Borsari, Head of Systems Engineering at Datera, explored how organizations can reap the bene...
With tough new regulations coming to Europe on data privacy in May 2018, Calligo will explain why in reality the effect is global and transforms how you consider critical data. EU GDPR fundamentally rewrites the rules for cloud, Big Data and IoT. In his session at 21st Cloud Expo, Adam Ryan, Vice President and General Manager EMEA at Calligo, examined the regulations and provided insight on how it affects technology, challenges the established rules and will usher in new levels of diligence arou...
You know you need the cloud, but you're hesitant to simply dump everything at Amazon since you know that not all workloads are suitable for cloud. You know that you want the kind of ease of use and scalability that you get with public cloud, but your applications are architected in a way that makes the public cloud a non-starter. You're looking at private cloud solutions based on hyperconverged infrastructure, but you're concerned with the limits inherent in those technologies. What do you do?
Recently, WebRTC has a lot of eyes from market. The use cases of WebRTC are expanding - video chat, online education, online health care etc. Not only for human-to-human communication, but also IoT use cases such as machine to human use cases can be seen recently. One of the typical use-case is remote camera monitoring. With WebRTC, people can have interoperability and flexibility for deploying monitoring service. However, the benefit of WebRTC for IoT is not only its convenience and interopera...
Sanjeev Sharma Joins June 5-7, 2018 @DevOpsSummit at @Cloud Expo New York Faculty. Sanjeev Sharma is an internationally known DevOps and Cloud Transformation thought leader, technology executive, and author. Sanjeev's industry experience includes tenures as CTO, Technical Sales leader, and Cloud Architect leader. As an IBM Distinguished Engineer, Sanjeev is recognized at the highest levels of IBM's core of technical leaders.
In his general session at 21st Cloud Expo, Greg Dumas, Calligo’s Vice President and G.M. of US operations, discussed the new Global Data Protection Regulation and how Calligo can help business stay compliant in digitally globalized world. Greg Dumas is Calligo's Vice President and G.M. of US operations. Calligo is an established service provider that provides an innovative platform for trusted cloud solutions. Calligo’s customers are typically most concerned about GDPR compliance, application p...
Mobile device usage has increased exponentially during the past several years, as consumers rely on handhelds for everything from news and weather to banking and purchases. What can we expect in the next few years? The way in which we interact with our devices will fundamentally change, as businesses leverage Artificial Intelligence. We already see this taking shape as businesses leverage AI for cost savings and customer responsiveness. This trend will continue, as AI is used for more sophistica...
The 22nd International Cloud Expo | 1st DXWorld Expo has announced that its Call for Papers is open. Cloud Expo | DXWorld Expo, to be held June 5-7, 2018, at the Javits Center in New York, NY, brings together Cloud Computing, Digital Transformation, Big Data, Internet of Things, DevOps, Machine Learning and WebRTC to one location. With cloud computing driving a higher percentage of enterprise IT budgets every year, it becomes increasingly important to plant your flag in this fast-expanding busin...