This document provides an overview of political advertising and elections in 2016 from Political Ad Insight. It summarizes that 60% of political ad spending so far is for federal elections, 7% is for state elections, 30% is outside spending, and 3% is for municipal elections. It also lists some of the top political ad agencies, campaigns, and advocacy groups that are spending on advertising. The document encourages media sellers to utilize Political Ad Insight's tools and services to understand political ad opportunities and increase their market share of political advertising sales.

1. 2016 Election Advertising
MAKING SENSE OF
THE MADNESS

2. What is Political Ad Insight?
Political Ad Insight 2016 Overview
Whitney Tipton
President
Tipton is 20+ year advertising media veteran who started her career on
the ad agency side planning and buying multiple media platforms across
several business categories before moving to the sales side.
In addition to roles at CBS Marketwatch, CBS Sportsline, and Reuters
media, Tipton managed political sales for Clear Channel Outdoor, where
she successfully directed the go-to-market strategy for a team of 500
sellers including 34 branch offices.
After Clear Channel, Tipton started Political Ad Insight to help media
sellers navigate and succeed in the Political ad space.
We help media advertising sales organizations increase their share of political through
category training, product strategy, territory planning, and ad buying data. We whittle political
information overload down to your need to know: campaigns to have on your radar,
advocacy issues that will generate advertising, the ad agencies that work with those clients,
and how to best position your property to get the business.

3. How do we build the data?
 We pull ad spending data from
a variety of sources looking for
the Who, Why, When and most
importantly ‘Who’s Buying’
 We look at TV buy docs
uploaded to the FCC. We
review and record samples of
ad buys.
 We also pull Ad Spending
Reports filed with Federal and
State Election authorities, and
several 3rd party sources.
 Our unique perspective: Media
Ad Sales Opportunities
Political Ad Insight 2016 Overview
Political Ad Spending is
tracked by dozens of groups
– our differentiator is that we
view the world through an ad
seller’s lens, and we
assemble our information
accordingly.

4. What elections are in 2016?
 President of the United States
 1/3 of the US Senate
 ALL of the US House of Representatives
 93 State Executives across 22 States
 20 State Ballot Initiatives
 Several major Mayoral contests
Political Ad Insight 2016 Overview

5. US Senate Elections
 US Senators: 2 from each state, state-wide constituency,
serve 6 years and are re-elected in 3 groups – 33 up in ‘16
Political Ad Insight 2016 Overview

6. US House Elections
 Number varies according to state Pop, serve 2 years, all
US House of Representatives are re-elected each cycle
Political Ad Insight 2016 Overview

7. Statewide Elections
Political Ad Insight 2016 Overview
 93 state executive offices up for election across 22 states
Governor
Lieutenant
Governor
Attorney
General
Secretary
of State
Treasur
er
Agricultur
e Comshnr
Public
Service
Comshnr
Public
Education
Comshnr
Natural
Resources
Comshnr
Auditor Comptroller
Insurance
Comshnr
Super. of
Schools
Labor
Comshnr
Alabama X
Arizona X
Delaware X X X
Georgia X
Illinois X
Indiana X X X X
Louisiana X
Missouri X X X X X
Montana X X X X X X X X
Nebraska X
New Hampshire X
New Mexico X X X
North Carolina X X X X X X X X X X
North Dakota X X X X X X X
Oklahoma X
Oregon X X X X
Pennsylvania X X X
South Dakota X
Utah X X X X X
Vermont X X X X X X
Washington X X X X X X X X X
West Virginia X X X X X X

8. Mayoral Races by Pop.
Political Ad Insight 2016 Overview
State City/Mayor Contact Current Mayor Population
General
Election Date
Florida Miami-Dade Carlos A. Gimenez 2,496,435 8/16/2016
California San Diego Kevin L. Faulconer 1,307,402 11/8/2016
Hawaii Honolulu Kirk Caldwell 991,788 11/8/2016
Maryland Baltimore Stephanie Rawlings-Blake 620,961 11/8/2016
Wisconsin Milwaukee Thomas 'Tom' Barrett 597,867 4/10/2016
Oregon Portland Charlie Hales 583,776 11/8/2016
California Fresno Ashley Swearengin 509,924 11/8/2016
California Sacramento Kevin Johnson 466,488 6/7/2016
Arizona Mesa John Giles 457,587 11/8/2016
Virginia Virginia Beach William D. Sessoms, Jr. 437,994 11/8/2016
Oklahoma Tulsa Dewey F. Bartlett, Jr. 391,906 11/8/2016
Puerto Rico San Juan Carmen Yulin Cruz 381,931 11/8/2016
California Bakersfield Harvey L. Hall 347,483 6/7/2016
California Santa Ana Miguel A. Pulido 324,528 11/8/2016
Texas Corpus Christi Nelda Martinez 305,215 11/8/2016
California Riverside Rusty Bailey 303,871 11/8/2016
California Stockton Anthony Silva 291,707 11/8/2016
Virginia Norfolk Paul D. Fraim 242,803 5/10/2016
Arizona Chandler Jay Tibshraeny 236,123 11/8/2016
Texas Lubbock Glen Robertson 229,573 5/10/2016
Louisiana Baton Rouge Melvin L. 'Kip' Holden 229,493 11/8/2016
Arizona Glendale Jerry Weiers 226,721 11/8/2016
Virginia Chesapeake Dr. Alan P. Krasnoff 222,209 5/3/2016
Arizona Scottsdale W.J. 'Jim' Lane 217,385 8/30/2016

9. Is it just Presidential spending now?
 Answer: NO. Spending currently spans all election office levesl and
includes substantial federal and state advocacy efforts as well.
Political Ad Insight 2016 Overview
Political spending by TV Market as of
4/15/16. (Media Sample: $60,186,816
since 1/1/16)

10. Spending Breakdown
30%
3%
60%
7%
Total Media in Sample: $60,186,816
Federal Elections
Municipal
Elections
Outside Spending
(Any Level)
State Elections
Political Ad Insight 2016 Overview
Election Direct vs. Outside Groups

11. What are Outside Groups doing?
7%
74%
1%
2%
4%
12%
Total Media in Outside Sample: $35,781,000
Federal Advocacy
Federal Election IE
Municipal Advocacy
Municipal Election
IE
Municipal Elections
IE = “Independent Expenditure” (ads generated outside of campaign direct)
Political Ad Insight 2016 Overview

12. Who are the agencies?
Buying Entity Agency's Media Mix Total Media Spend
Old Towne Media Television Advertising $14,628,673
Red Sea Television Advertising $11,853,676
GMMB TV, Radio & Digital Ads $10,459,999
New Day Media TV, Radio & Digital Ads $9,126,621
Content Creative Media Television Advertising $7,907,709
Rick Reed Media TV, Radio & Digital Ads $7,217,040
Revolution Messaging TV, Radio & Digital Ads $6,934,592
Rigel Strategies TV, Radio & Digital Ads $6,921,186
SRCP Media TV, Radio & Digital Ads $6,887,198
GCW Media Services TV, Radio & Digital Ads $6,861,365
Medium Buying TV, Radio & Digital Ads $6,726,800
I360 TV, Radio & Digital Ads $3,668,086
Westrogers TV, Radio & Digital Ads $3,218,321
Mundy Katowitz Media TV, Radio & Digital Ads $2,951,549
Smart Media Group Television Advertising $2,719,030
Fuse Radio Ad Buy $2,702,273
Waterfront Strategies Television Advertising $2,340,367
DDC Advocacy TV, Radio, Digital & Direct Mail $1,973,093
Bask Digital Media Digital advertising $1,743,104
Revolution Agency TV, Radio & Digital Ads $1,500,000
Onmessage TV, Radio & Digital Ads $1,349,052
Al Media TV, Radio & Digital Ads $1,234,719
The Wickers Group TV, Radio & Digital Ads $1,133,026
Targeted Victory Digital advertising $1,062,744
Political Ad Insight 2016 Overview
Some political agencies do
business under several
names but are actually the
same entity

13. Top Campaigns (4/15)
Priorities USA Action Hillary's SuperPAC
Targeted Platform Media/DC (aka
Buying Time)
$10,354,380
AARP Senior Organization GMMB/DC $5,795,851
Bernie 2016 Bernie Direct Old Towne Media/VA $5,479,730
Hillary for America Hillary Direct GMMB/DC $2,864,283
Citizens for Farm Animal
Protection
Ballot Issue in MA Canal Partners/GA $2,012,200
Donald Trump for President TRUMP Strategic Media Services/VA $1,536,780
American Future Fund Presidential IE Content Creative/OH $1,360,280
Joe Sestak US Senate Dudley Media/PA $1,310,981
Club for Growth Action Multiple IE Target Enterprises/CA $1,194,620
David Trone US House GMMB/DC $948,185
New Day for America Kasich SuperPAC Strategic Media Placement/OH $947,495
Katie McGinty US Senate Canal Partners/GA $921,205
Catherine Cortez Masto US Senate Shorr Johnson Magnus/PA $867,835
Senate Majority PAC US Senate IE Waterfront Strategies/DC $822,525
Ending Spending Action Fund Multiple IE Red Eagle Media/VA $676,495
House Majority PAC US House IE Waterfront Strategies/DC $633,450
Our Principles PAC Presidential IE (anti-Trump) GCW Media Services/CA $604,605
Josh Shapiro AG/PA Direct Shorr Johnson Magnus/PA $604,197
American Chemistry Council Elections IE Media Ad Ventures/VA $546,585
End Citizens United PAC Advocacy Mundy Katowitz/DC $507,180
Political Ad Insight 2016 Overview
This list can change drastically
week-to-week

14. What is Advocacy spending?
 Advocacy typically refers to messaging that attempts to
influence legislation by targeting lawmakers or their
constituencies.
Political Ad Insight 2016 Overview
This is how $1.3
million (sample)
was spent in
2015 by various
groups trying to
influence the
outcome of the
Iran Agreement.

15. Did I miss it already?
 Answer: NO. Planning cycles are much shorter than traditional.
 Watch for Primary Challenge ad opportunities
 Otherwise most $ spent for General (54% Sept-Oct)
 Incorporate voting/reg. milestones into your recommencations
Political Ad Insight 2016 Overview
Salesforce Note: establish campaign entry guidelines so you can track political.

16. Political Ad Insight Tools
Political Ad Insight 2016 Overview
 Example of Master Planning map for subscribers – current
election/advocacy spending data with ad agencies

17. Next Steps
 Contact Political Ad Insight to discuss your sales goals in
the political category. We can assess your revenue
opportunity and identify what you’ll need to get there.
Political Ad Insight 2016 Overview
Whitney Tipton
Political Ad Insight
whit@politicaladinsight.com
(202) 930-2060