Spending on political advertising on television is coming up short of expectations, with the segment off a collective 5% in October from a year ago at the 17 largest TV station groups, according to a report by MediaPost.
The report cites a Pivotal Research Group analysis of Advertising Analytics, which aggregates and tracks political ad bookings in real time.
The 17 station groups being tracked are ABC, CBS, Cox, EW Scripps, Fox, Graham Media Group, Gray, Hearst, Media General, Meredith, NBC, Nexstar, Raycom, Sinclair, Sunbeam, Tegna and Tribune.
A relatively subdued level of advertising among presidential candidates is a key factor.
Said Brian Wieser, senior research analyst, Pivotal Research Group: “The data we have reviewed indicates the year will end well below levels which most expected at the beginning of this election cycle.”
Among the network-owned station groups, NBC was up a whopping 90% from a year ago, while ABC was up 22%, CBS was 4% higher and Fox was down 21%.
“Among major non-network groups, Sinclair improved 19%, while Tegna was down 33%; Tribune added 2%; Meredith was off 9%; and Media General lost 34%,” MediaPost reports.