Political TV ad spending could double

WASHINGTON, Sept. 26 (UPI) -- Political campaign advertising experts say U.S. presidential candidates will spend at least double the amount of money spent on TV ads in 2003-2004.

The experts said the candidates, political parties and interest groups will spend twice as much as during the previous cycle before official nominees are chosen by the parties, USA Today reported Wednesday.

"We had $45 million spent on campaign ads in what was the primary race in 2003 and 2004," said Evan Tracey, chief operating officer at the Campaign Media Analysis Group of TNS Media Intelligence. "It's easy to say there will be two times that. It certainly goes to $100 million."

"I would say doubling 2004 is a conservative forecast," said William Benoit, a communications professor at the University of Missouri-Columbia and expert in political advertising.

The experts said one reason for the increased spending is that both parties feature competitive races this time around. There was no challenge in 2004 to President Bush's spot as the Republican candidate.