RAB Free Webinar - Limited seating: 2018 Political Advertising Outlook
One-hour, Live Online Webinar
Wednesday December 20, 2017 at Noon Central Time
A new report from Borrell Associates, “2018 Political Advertising Outlook,” details this enormous opportunity.
The study takes an in-depth look at both 2017 and 2018 political expenditures, offering
breakouts of what’s happening to spending with each medium, across all types of statewide and
local races. The most interesting piece of new information: More than half of all dollars are
coming from special interest groups formed at the state and local levels.
U.S. Political Advertising is changing. Spending is being driven upward by revisions in
contribution laws and sideways by the dynamic targetability of digital media. Borrell Associates has followed
election spending through the years, and they’ve seen an upward spiral to the point at which even the
traditionally low “odd” years such as 2017 saw a whopping $4.9 billion spent on candidates and
In many ways, 2018 is the year to watch. PAC money is already flowing freely as Republicans,
Democrats and various special-interest groups position themselves to make gains that will
act as a tuning fork for the next Presidential election. Borrell Associates is forecasting that $8.5 billion will be
spent overall. While it’s just 2.5% more than the total spent during the last mid-term Congressional
election cycle (2014), that’s because considerably more dollars are flowing into less-expensive digital
media and cable spots. As a result, broadcast advertising is suffering, though it still holds the
lion’s share of political dollars.
Date: Wednesday December 20, 2017
Time: Noon Central Time
Presenter: Gordon Borrell