More Money…and More Money
We’re only eight months away from election day, and the latest forecast of political ad spending continues to climb.
Over-the-air television ad spending will likely reach $3.8 billion before election day, but it may grow even higher. Digital media is next on the list of spending, at nearly $2 billion. Then comes cable TV, with around $1 billion expected to be spent on campaign ads there this cycle.
Don’t look now, but your mailbox may soon be fuller…that’s because $733.2 million is anticipated to be spent on direct mail. Fifth on the list is over-the-air radio, which should nationally receive around $428.4 million, fifth on the overall media buy list.
Keep in mind, federal rules limit the amount of money over-the-air radio and television stations can charge close to election day…so imagine how high the spending numbers would be if that rule was not in place.
Separately, a group known as AdImpact estimates that the total midterm election ad spent will reach $9.67 billion this year…the second consecutive election cycle to pass $9 billion, and not only the most expensive midterm, but the most expensive political ad cycle of any time on record.
It’s been a week since Labor Day, the traditional “home stretch” for campaigns…and we’ve all noticed the number of candidates who are now “on the air” with TV and radio ads. I can’t tell you who will win in November…but I can easily predict that the “ad season” has only just begun.
