Borrell Ups Political Spending Projection
February 5, 2010: Borrell Associates' "Endless Campaign" report on political spending for 2010 projects that there will be about $4.2 billion spent on political ads this year -- more than was spent in the presidential election year of 2000. Borrell has upped its estimate for 2010 by 10 percent, or about $400 million, in light of the recent Supreme Court decision overturning some restrictions on corporate campaign spending.
The researcher notes that in 2009, political spending in an "odd" year surpassed spending in a presidential year -- 2000 -- within a decade, and says, "The event underscored a trend where spending within a two-year political advertising 'cycle' has more than doubled since 1996."
But Borrell believes online media won't be a "significant beneficiary" of the added spending, saying, "The online category still hovers below 1 percent of all political advertising and is forecast at $44 million this year."
The full report has estimates for total and online spending for 210 markets in 2010.
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