$9bln Question–How High Will Cable’s Share of Political Ad Pot Go?
With the election just weeks away, political ad spending is going really well—but not $9bln well. That’s the upper range of estimates for political ad spending on TV this election cycle. “To put it in perspective, the budget for PA is I think about $21bln… $9bln is really high. I think we were just over $2bln in 2010,” said Tim Kay, cable ad firm NCC Media’s dir political strategy. He expects some $3bln spent for TV overall, with cable capturing about $600mln of that. Comcast Spotlight vp, political ad sales Dan Sinagoga also provides an estimate on political spending and discusses the influence of super PACs and association money.
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