There are marketing dollars there for the taking. That is, of course, if you can make a convincing case as to the value of PR. While many studies this year have focused on
political advertising on broadcast TV, "Political Media Buying 2004" for the first time examines spending in all nine categories of advertising and marketing communications,
including PR.
The survey, conducted by media research firm PQ Media (Stamford, Conn.) and distributed in mid-August, found that total political spending on all advertising and marketing
communications will set a record of $2.68 billion by the end of 2004, a 123% increase from the $1.2 billion spent during the 2000 presidential election and a 66% jump from the
$1.62 billion in the 2002 mid-term cycle.
Spending on marketing communications, including direct mail and PR/promotions, is estimated to hit $808 million in 2004, up 75% from $463 million in 2002 and up 139% from $339
million in 2000. Here are some other stats from the study to consider:
- The largest gains in share from 2000 to 2004 have come from cable television, direct mail and the Internet, all of which still only hold single-digit shares of total
political spending. - Internet advertising is expected to see the fastest growth from 2000 to 2004, with spending up 854%, followed by cable television, up 331%, and public relations/promotions
climbing 151%. - Radio advertising's share of overall political spending is projected to fall in 2004 when compared with the 2002 and 2000 election cycles, despite a double-digit increase in
spending on the medium for the full year; most political spending takes place in September and October, and radio usually does better in the final two months of the campaign.
Source: Political Media Buying 2004/ PQ Media; 203.921.0367, http://www.pqmedia.com