Borrell Ups Political Spending Projection by 10%

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Borrell Associates is forecasting political advertising to hit $4.2 billion this year, up 10%. Almost 75% of it local, and most of it centered on issues, not candidates. Spending on online media will total $44 million this year, barely 1% of all political advertising. Borrell doesn't foresee that spilling over the $100 million mark until 2012.

As is always the case with local advertising, all markets won't share equally in the bounty. "Hot" states for spending this year will be Massachusetts, Kentucky, Pennsylvania, Colorado and a few others where issues and political races will cause the publicity machines to open wallets. States like Virginia, Texas, Tennessee and New Jersey will run relatively cold.

The full report has estimates for total and online spending for 210 markets in 2010 and is available at borrellassociates.com.