2016 Political Media Up Modestly, Broadcast TV Records Steep Decline

Seems some of the management of TV stations across the USA....still have a passion for mostly agency generated dollars instead of good solid training and reverence to capture the millions of dollars from local direct clients. While agency dollars are coveted by the major markets as most reps prefer CPP relationships....and stations eat up political dollars when available....the smart money goes to those top managers who add local direct as a major platform to revenue generation. Proof is below for 2016 Philip Jay LeNoble, Ph.D. CA

• by Wayne Friedman, Yesterday, 12:45 PM

Political advertising grew overall in 2016 -- but not for broadcast TV.

Borrell Associates says political advertising grew 4.6% to $9.8 billion in 2016 over 2012, the last presidential election year. But broadcast TV was down some 19% -- $1 billion lower-- to $4.4 billion.

Analysts have blamed some of the pullback on lower Presidential election advertising from Donald Trump.

TV remains the largest media for political advertising with a 44.7% share, down from 57.9% in 2012. Borrell estimates TV will pull in $5.8 billion in 2017.

Digital media grew $1.2 billion last year -- to $1.41 billion -- from $160 million in 2012. It now has a 14.4% share, second to broadcast TV. Cable is next at $1.35 billion, up 51% from $893 million in 2012. Cable TV has a 13.8% share.

Radio and newspapers lost ground, giving up 24% to $617 million (from $808 million in 2012). Newspapers were down 3% to $656 million (from $677 million from 2012).

Telemarketing and direct mail -- two big political media components -- were up slightly, with telemarketing inching up 1% to $608 million from $602 million; direct mail climbed 10% to $309 million from $282 million.

Out-of-home political advertising was down 9% to 343 million from $376 million. Magazines also slipped 14% $137 million from $160 million.