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Ryvicker Ups Political Spending Estimates


Managing Director of Equity Research for Wells Fargo Marci Ryvicker has issued a new research report that increases the amount of money she expects to be spent in media on political advertising. The new report still has television taking the bulk of the dollars (65%) jumping from $3.2 billion to $3.37 billion. Radio's share remained at 5.2% in Ryvicker's updated report, behind TV, Direct Mail (18%) and the Internet (6%). The total radio share is now expected to be $270 million for radio. Ryvicker estimates a total of $5.2 billion will be spent on political advertising in 2012.

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