In the 2016 political race, a dark horse is advancing without much notice. Digital advertising is poised to challenge the long dominance of local broadcast in sucking up campaign dollars.
Consider these indicators:
- An August Borrell Associates study estimates that digital political ad spending in the 2015-2016 cycle will pass $1 billion (of a total $16.5 billion). Borrell also forecasts that digital will account for nearly all of the growth in political ad spending over the four following years and rise to a 26 percent share in 2020, inching close to broadcast’s 37.4 percent.
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