YTD Local TV Political Spend Topped $1B

Marci Ryvicker, Wells Fargo Securities media analyst, said Wednesday that based on an analysis of Kantar Media data, total political ad spend on local TV year to date through Sept. 30 is $1.15 billion, with $304.6 million spent in September alone. Among her findings:

Total political ad spend on local TV year to date through Sept. 30 was $1.15 billion. Adding in network and national spot, political advertising on total broadcast TV increases to $1.33 billion. In the month of September, total spending on local TV was $304.6 million, which is up versus August at $240.9 million and July at $141.9 million.

Year to date through Sept. 30, the $1.15 billion of political spend on local TV was composed of 42.2% presidential, 36.9% congressional, 17.7% ballot initiatives and 3.2% local races.

The top five markets with the greatest political exposure in absolute dollars year to date are Washington, Cleveland, Las Vegas, Tampa and Orlando. TV companies with the greatest exposure to these markets are: News Corp., CBS, Sinclair and NBC.

The top five markets with the greatest political exposure as a percentage of market revenue year to date are Butte-Bozeman, Mont.; Great Falls, Mont.; Sioux City, Iowa; Davenport, Iowa; and Glendive, Mont. Companies with the greatest exposure to these markets are: Gray Television, Sinclair, LIN and NBC.

The top five markets with the greatest change in absolute political dollars for the third quarter are Washington; Las Vegas; Cleveland; Tampa; and Denver. Companies with the greatest exposure here include: News Corp., NBC, CBS and Sinclair.

The top five markets with the greatest change in political dollars for the third quarter as a percentage of market revenue are Butte-Bozeman, Motn.; Helena, Mont.; Davenport, Iowa; Great Falls, Mont.; and Glendive, Mont. Companies with the greatest exposure to these markets are: Sinclair, Gray, LIN and NBC.