With all the major players in the house at Forecast, we got a real good sense about political ad spending in 2013. And the consensus was, compared to 2010, it wasn't what the industry expected. The overall political spend was flat, which means radio lost share. There was a lot more action in smaller markets, where a ton of spots were being sold, but those are at much cheaper rates than major markets would have seen. And some of the political money radio was expecting went to digital.
Expect 2016, the year of the next presidential election, to be a huge year for political advertising. But how much of that will come to radio, nobody was willing to say.
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