In most election years, radio sees 3% of the total political advertising spent. However, that number has jumped significantly in 2024 as Donald Trump and Kamala Harris make their case for the White House, according to AdImpact.
In 2024, 8% of the total presidential advertising has found its way to the radio industry. While that figure doesn’t appear to be a major total, more than $573 million has been spent on the race with more than $500 million expected to be spent between now and Election Day. Should those projections come to fruition, it will total more than $45 million for the industry.
Unsurprisingly, the majority of presidential advertising has been placed on broadcast television, with 74% of the total spend being placed on over-the-air TV stations. 17% of already aired and future reservations will be spent on cable TV, according to AdImpact.
Vice President Kamala Harris has had significantly more advertising support since entering the race in July. The company reports that more than $375 million has been spent on her campaign, with an additional $333 million expected to run before the election.
Meanwhile, former President Donald Trump has had $288 million of commercial support thus far. His future reservations only tally $164 million, however.
