Michael Depp

Total online political ad spending is projected to soar to almost a billion dollars in 2016 US political races that are expected to generate more than $12 billion for all contests -- almost $51 for every qualified voter -- according to a report from Borrell Associates.

Digital media still would account for less than 8% of all political advertising, the report says, but the way political advertising money is spent will change dramatically in 2016, affecting every level of spending -- from very local to presidential runs.

Cable and online are the only media choices projected to gain share in political ad spending in 2014, the report says.

[Commentary] Broadcasters had a chance to mine their frenemies relationship with Google, Facebook and Twitter more closely at the National Association of Broadcasters Show in a spirited back and forth exchange. To the social networks, the broadcasters could stand to be more experimental -- and engage more vigorously -- with their platforms. For the broadcasters, the social players could be more transparent in their own developing media strategies. Both camps, it was clear, need each other in an inextricably entwined media landscape. But broadcasters also need to take a highly differentiated approach to each social platform as they continue to iterate.