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See the Map: Political TV Ad Spending Just Surged the Most in Michigan and Wisconsin

November 4th, 2016 | Read more articles from 2016 or Visit the News Archive
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Originally Appearing at: AdAge

By Simon Dumenco


Editor’s note: Here’s the fifth and final installment of the Ad Age Swing State Advertising Heat Map, presented in partnership with Strata, an advertising software firm owned by Comcast that processes more than $50 billion in ad transactions each year. This monthly view is designed to supplement our weekly Campaign Scorecard posts that appear every Friday in our Campaign Trail section. Some context and analysis from Simon Dumenco follows.—Ken Wheaton



  • ICYMI, here’s the previous installment in this series: “The Swing States Where Political TV Ad Spending Has Heated Up—and Gone Cold”
  • As we’ve previously noted, by drilling down into Strata’s hyperlocal TV advertising data—the company works with political ad agencies representing 75% of the total political ad spending—we can get a good sense of the ebb and flow of ad dollars among the battleground states.
  • Last time Michigan was hot (+203% over the prior month); now it’s red hot (+696%).
  • Last time Wisconsin was cold (-21% from the month before); now it’s hot (+303%).
  • Actually, every swing state tracked on our map is up, with October spending in North Carolina, Virginia, Colorado and Pennsylvania all up 100% or more over September, Florida up 90% and Ohio up 42%.
  • It’s worth noting, though, that only Pennsylvania and North Carolina are up when you compare October 2016 with October 2012.
  • Judd Rubin, VP-revenue at Strata, told Ad Age that “We’re seeing a massive uptick in ad spend in crucial battleground states” thanks in part to what he calls “the onslaught of October and November surprises. With Trump announcing he’s putting $10 million into his campaign, this last week could see a flurry of ads entering once-safe states.”

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