Political Ads to Bring Stations $2.5 Billion to $3.3 Billion

Local television broadcasters should reap between $2.5 billion and $3.3 billion in political advertising in 2012.

That’s the latest word from Ken Goldstein, who tracks political spending for Kantar Media CMAG. Even at the low end of that range, Goldstein’s projection puts broadcasters in record territory. Television's take from the category was $2.1 billion in 2008 and $2.4 billion in 2010 and that included a relatively small amount that went to national broadcasting and cable networks. How much local TV ultimately receives depends on how much candidates and interest groups are able to raise, Goldstein said. His current best estimate is that the fundraising will yield between $6 billion and $7 billion. If precedent holds, he said, local TV’s share of the total raised will be between 42%-43% and 47%-48%.