Radio is hoping that political advertising softens the blow of a down revenue period for radio in 2008. The RAB has reprorted that radio was down in ad dollars for 2007, particularly in the last two months and will face a flat 2008 as well. But,
Borrell & Associates, predicts that
radio will get just 10% of the $5 billion political ad budget in 2008 while broadcast television will get 60%. According to Borrell newspapers will get 17% and cable TV 5%. What is further of interest is that they say the Internet will get less than 1% of the political ad dollars. Overall, the internet is expected to get 9% of the 2008 ad budget across the U.S. But, when it comes to politics, the over 55 group is much more likely to vote and they are the target of politicians. The belief is they are also least likely to be influenced by the internet. MediaPost has a further in depth story here...