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Buying 2008

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Preliminary Forecast Analysis

The PQ Media Political Media Buying series remains the first and only source to analyze the entire campaign media spending landscape, not just television. This third installment in the series projects spending in the 2008 election cycle on advertising media and marketing services to rocket to an all-time high of $4.50 billion. The 2008 campaign is like no other in recent memory due to four primary factors.

First, it's the first election since 1928 in which neither the incumbent president nor vice president is running for office, resulting in a higher number of candidates seeking the presidential nomination and leading to record-breaking fundraising levels. Second, the decision by many leading candidates to forgo federal matching funds has contributed significantly to unprecedented fundraising levels as there are no set limits on individual donations. Third, the relatively acrimonious environment that has pervaded elections since the controversial 2000 outcome, combined with the 2006 elections that led to a Democratic-controlled Congress, has filtered down to record fundraising for Senate, House and Gubernatorial candidates, as well as for hotly-contested referendums that will likely drive voters to the polls. Fourth, the presidential primary calendar has been significantly altered so primaries are being held earlier than ever in 2008, resulting in earlier spending in 2007.

In the pages of this exclusive report you will find data and analytics tracking unparalleled political media buying in broadcast television, radio, newspapers, out-of-home media, direct mail, Internet, cable TV; public relations and event marketing; and mobile marketing. Our objective, as always, is to empower political campaign managers, media companies, financial institutions and media agencies to make high-stakes investment decisions. PQ Media's exclusive Political Media Buying 2008: Preliminary Forecast Analysis will answer the following questions, among others:

What is total projected media spend for the 2008 campaign?
How do spending levels and growth compare with previous campaigns?
Which campaigns will drive growth in 2008: President, Senate, House, Governor, Local, Issues?
Which media segments are poised to reap the most benefit from this campaign?
Which contentious races by state, already in excess of 150 at press time, could drive increased spending?

PQ Media will update this preliminary forecast report in October 2008 with actual spend data and trends for the 2008 elections.

Learn more about the report:

Read the Press Release