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# Targeted Media Gained at Mass Media’s Expense in 2016 Election, Reports TV NewsCheck
- URL: https://capitolcommunicator.com/targeted-media-gained-at-mass-medias-expense-in-2016-election-reports-tv-newscheck/
- Published: 2017-01-03T16:36:27.000Z
- Updated: 2017-01-04T18:20:33.000Z
- Author: Capitol Communicator
- Tags: Advertising, Communications, #Import 2026-10-08 18:48

**Spending on political advertising** topped off at $9.8 billion last year, up 4.6% from $9.4 billion to 2012, but broadcasters’ share slipped from 57.9% of the spending to 44.7% as they took in $4.4 billion, $1 billion less than they did in 2012.

That’s according to the latest research and analysis of Borrell & Associates, reports[ TV NewsCheck](http://www.tvnewscheck.com/article/100386/borrell-broadcast-big-loser-in-campagn-16?ref=capitolcommunicator.com), which added:

 “”The bigger story is that targeted media gained at mass media’s expense. Digital, cable, and direct mail — eminently more targetable — gained $1.7 billion over 2012 spending levels, while radio, TV and newspapers lost nearly $1.3 billion compared with the last presidential election cycle,” the study says.

“”Spending on digital media increased nearly eightfold, going from a 1.7% share of political advertising in 2012 to a 14.4% share in 2016.””