A federal election year is always good news for the television
industry. But after 2016 fell short of expectations—largely
because Donald Trump’s campaign did relatively little paid
advertising—TV companies have been hesitant to project
what the 2018 mid-terms will contribute to their coffers.
Wall Street analyst Marci Ryvicker at Wells Fargo
Securities has been updating her projections, though, and
it is very good news. Looking at the landscape and the data
available thus far, she says “we think
it’s finally safe to say that this election
cycle will be significantly higher than
what we saw in years past.”
Ryvicker is predicting that total political
ad spending for the 2017-2018 cycle
will be up 15 percent to $4.4 billion, with $2.4 billion, or 54
percent, attributable to local TV.
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