2012 will be the most expensive year every for politics. An estimated $9.8 billion will be spent on presidential campaigns, by PACs, and across 13,000 state and local races. This slide deck previews some of the research, including detail on how much candidates and PACs will spend online.

1. Bracing for the Big Flood
Of 2012 Political Advertising
March 8, 2012 Report Preview slides

2. Who’s Who in Local Media:
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3. About this slide deck
The following is a preview of Borrell Associates’
2012 Political Advertising Outlook. An executive
summary and full report can be downloaded at
www.borrellassociates.com.
© 2012 Borrell Associates Inc.

4. Summary
This will be the most expensive year for politics ever. An estimated $9.8
billion will be spent, 41% more than the last presidential election year.
In addition to the presidential campaign and PAC spending, 13,000 state
and local contests will be decided. While all media will see increases in
political advertising, TV, newspapers and Direct Mail will actually lose
share. Online, while increasing eightfold since 2008, will still see just
1.6 cents of every political advertising dollar spent.
© 2012 Borrell Associates Inc.

5. All Media Gain $ But Not Share
Big-Picture Trends
www.borrellassociates.com

6. Spending Variances by State
Big-Picture Trends
www.borrellassociates.com

7. How Online Advertising Will Be Spent
Big-Picture Trends
www.borrellassociates.com

8. Example from Report: State Spending
Big-Picture Trends
www.borrellassociates.com

9. Example from Report: Local Spending
Big-Picture Trends
www.borrellassociates.com

10. Want More?
Download the full report or join the Webinar
with the report’s author, Kip Cassino, at
www.borrellassociates.com
Phone: 1-757-221-6641 Email: info@borrellassociates.com

11. Additional Resources
Group to join:
Local Advertising and Marketing Trends
Follow us on Twitter: @goborrell