By: Jennifer Saba As the political advertising season heats up, the newspaper industry is hoping that its 18-month public relations effort has won over some political consultants. Even though the bulk of the money -- roughly $2.68 billion in advertising and marketing this election -- will be spent from Labor Day until the election, PQ Media delivered some promising estimates.
According to the research media firm based in Stamford, Conn., political advertising in newspapers is expected to grow 118% (or $57.5 million) in 2004 compared with 2000 (or $26.4 million). Some other media will increase considerably more. For 2004 versus 2000, growth in cable TV is expected to hit 310% (or $79 million) and 853% (or $25.3 million) for the Internet.
The research firm used its database, over 1,000 documents, and roughly 100 sources to compile its political media buying outlook for 2004.
When looking at the shares of political spending by medium, newspapers will only see 2.2% this year versus 2.1% in 2002 and 2.2% in 2000, but that figure includes both advertising and marketing dollars. PQ Media defines marketing as direct mail (21% in 2004) and public relations (9.1% in 2004).
"[Newspaper spending] has grown in just the last four years. It's a larger force," said Patrick Quinn, president of PQ Media. "Newspapers have done a good job in holding their ground and increasing their take."
The big surprise in the report is how much ground radio is expected to lose this election year. Advertising on the radio is expected to grow 7% (or $188 million) versus 9.6% in 2002 and 10.6% in 2000. Broadcast TV is still the choice medium. It's expected to garner half of all political dollars, 56.3% or roughly $1.5 billion.
Advertising towards targeted audiences, particularly Hispanics, is expected to increase substantially this year -- by 1,150% or $75 million.
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