Radio loses ground.

Borrell’s study of political advertising in 2016 shows that radio is getting less of the budget than it did in 2012—from 8.6% to 6.3%—while overall spending was up from $9.4 billion to $9.8 billion. According to company president Gordon Borrell, “The dust has finally settled on a strange year for political advertising. What remains is a political advertising landscape that has been permanently altered. In 2016 marketers learned that a candidate doesn’t have to match or outspend an opponent in TV commercials—or even in overall funds raised—to win an election. That single revelation has changed the decades-old trajectory where political advertising has spiraled upward, with broadcast TV outlets being the primary beneficiary.”

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