2010-02-10 18:55:14 -

Research and Markets ( www.researchandmarkets.com/research/41bfa0/2010_political_adv : ) has announced the addition of Borrell Associates Inc.'s new report " 2010 Political Advertising Outlook: The Endless Campaign : " to their offering.

An odd thing happened in 2009: For the first time, political ad spending in an "odd" year actually surpassed that of spending in a presidential year within a decade. The event underscored a trend where spending within a two-year political advertising cycle has more than doubled since 1996. The trend accelerates going forward. This report details the beneficiaries of that spending and dissects the sources from Senate and House campaigns to state and local elections and even issues, which comprise 43% of all ad spending. It also examines online

advertising, which the publisher estimates will be about $44 million this year, less than 1% of all political advertising and is not likely to crack the $100 million mark until the Presidential campaign of 2012. The 24-page report includes 12 charts and an appendix estimating political ad spending in each of the 210 DMAs.


Executive Summary:

While sales managers were wringing their hands over declines in ad spending in 2009, an odd thing happened. For the first time, political campaign spending in an odd year when few elections are held actually surpassed that of a presidential election year within the same decade.

More was spent on political campaigns in the relatively quiet 2009 than in the boisterous election year of 2000.

Welcome the endless campaign a phenomenon that, combined with a recent Supreme Court ruling, has caused political spending forecasts to look like a crooked smile.

Were forecasting political advertising to hit $4.2 billion this year almost three-fourths of it local, and most of it centered on issues, not candidates. But when it comes to the beneficiaries there are no big ahas or uh-ohs: TV broadcasters still command the lions share, and political advertising is one category where the Internet really isn't much of a disruptor at all. Spending on online media will total $44 million this year, barely 1% of all political advertising. The publisher doesn't foresee that spilling over the $100 million mark until 2012. So while the kid with the computer and the mobile guy might have prominent seats at the table of campaign committees, the publisher doesn't suspect theyll be getting huge budgets.

January's Supreme Court ruling put a 10 percent lift on the publisher's 2010 forecast, adding more than $400 million to media coffers. The decision prohibits the government from banning political spending by corporations. In many ways this year will be a prelude, where political weapons are tested and strategies and tactics refined a training exercise for 2012's battle royale. If the results from the opening salvos are any indicator, 2010 will be remembered as a year of change in the basic structure of political campaigns.

As is always the case with local advertising, all markets won't share equally in the bounty. Hot states for spending this year will be Massachusetts, Kentucky, Pennsylvania, Colorado and a few others where issues and political races will cause the publicity machines to open wallets. States like Virginia, Texas, Tennessee and New Jersey will run relatively cold.



Key Topics Covered:

EXECUTIVE SUMMARY


CHAPTER I: Hot and Cold Fig. 1: Forecast Total 2010 Political Spending, by State Ranked by Spending per Resident Adult Fig. 2: Forecast 2010 Political Spending Share


CHAPTER II: The Big W Fig. 3: Election Spending per Resident Adult, 1995-2012 Fig. 4: Total Political Spending per Resident Adult by Year Within Cycle 1996-2011

CHAPTER III: What You See Fig. 5: Average Political Campaign Media Spending Percentage by Month Fig. 6: 2010 Forecast Political Ad Spending, by Media Choice Fig. 7: Forecast 2010 Political Spending by Category, in $ Billions Fig. 8: Forecast 2010 Political Spending by Category, in $ Billions


CHAPTER IV: Choices from the Media Buffet Fig. 9: 2010 Forecast Media Spending by Campaign Type


CHAPTER V: Small but Mighty Fig. 10: Massachusetts Senate Race.

Candidate Use of Social Sites Fig. 11: Forecast 2010 Online Ad Spend Percent by Campaign Type Fig. 12: Forecast 2010 Online Ad Spending by Category


CHAPTER VI: Online's Political Future


CONCLUSIONS


APPENDIX A: Forecast 2010 Political Ad Spending by DMA


COMPANY PROFILE


For more information visit www.researchandmarkets.com/research/41bfa0/2010_political_adv :



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