Other media are expected to get a big earnings boost as election year ad spending eclipses new records, driven by new campaign fundraising records and super PAC spending.
Bernstein Research recently highlighted a second half earnings boost to Comcast
Carl Salas, a media and entertainment ratings analyst with Moody's, highlights campaign spending as a key growth market relative to the overall ad market and highlights Web-based players like Facebook as growing faster than traditional broadcast media given a small base.
Still, Salas tempers expectations social media will make the ads dominating airtime in swing states irrelevant anytime soon. "We are seeing market share being taken away
As November votes reveal which way the American public is currently leaning, Facebook, Twitter, and Pandora can use the first truly social campaign season to make the pitch that their business models have an advantage akin to an incumbent running for re-election.