US National vs State/Local Political Ad Spending By Media, 2015-2016 [TABLE]
Broadcast TV will boast the lion’s share of ad dollars, at nearly 52%, and the majority of those dollars will be spent on national campaigns. Cable will account for about 9% of total political ad spending this year and next, with spending relatively even between national and state/local contests. Meanwhile, newspaper’s $1.35 billion in spending will skew heavily toward state and local campaigns, as will radio’s nearly $1.19 billion.
Digital’s overall share of ad dollars is even smaller when 2015 comes into the picture. Just 6.6% of political ad dollars in 2015 and 2016 combined will go to digital placements—61.1% of which will focus on national campaigns, and 38.9% on state/local contests. Read the rest at eMarketer.