October 08, 2004

U.S. political advertising spending for 2004 is projected to exceed $1.45 billion, according to data released by TNS Media Intelligence/CMR, the leading provider of strategic advertising and marketing information.

In the first ten months of 2004, presidential election spending across select TNS Media Intelligence/CMR measured media reached $601 million, 42 percent of the total dollars spent on political advertising messages. Federal, State and Local election messages, along with ballot issue advertising activity totaled $847 million.

"The charged political environment this year was a strong driver of spending for the advertising industry. Candidates seeking election, special interest groups looking to support or defeat various candidates and ballot initiatives resulted in an infusion of spending in national and local media as interested parties tried to communicate their messages to the voting public. In this pivotal election year, key decision makers from local campaigns to Fortune 100 companies came to TNSMI/CMR for reliable political ad data, as they did in past election cycles," said Steven Fredericks, president and CEO of TNS Media Intelligence/CMR.

"Political advertising in Election 2004 has been a watershed event and will change how future election campaigns are implemented. Advertising for both the presidential and other down ballot races was historic in size. The number and diversity of advertisers and messages will now create a roadmap of new standards by which future campaign advertising battles will be waged," noted Evan Tracey, chief operating officer of TNS Media Intelligence/CMAG, a TNSMI/CMR company that is dedicated to tracking and analyzing political ad spending.

"For example, targeting undecided voters in swing states made local and cable advertising an especially important part of both campaigns' strategies and resulted in record spending in these media. Some of these voters have seen ads since last year, whereas historically ad wars were waged between June and Election Day" continued Mr. Tracey.

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