Spending tied to the 2026 election cycle is already accelerating, and political advertising is pacing far ahead of the last midterm cycle. New data from ad-tracking firm AdImpact shows $2.74 billion has been spent through March. That total is roughly $1 billion more than at the same point in 2022.
The U.S. Senate primary in Texas has drawn the most spending so far. Campaigns and outside groups have poured about $135 million into the race. That number could still rise, however, with a Republican runoff scheduled for May.
California is also becoming a major battleground. A June primary will determine the candidates seeking to replace Governor Gavin Newsom. AdImpact reports $114.7 million has already been spent in the contest. Billionaire businessman Tom Steyer leads the field with $89.6 million in advertising.
As a result, the race is already the second most expensive gubernatorial primary on record. Moreover, it’s now the most expensive non-presidential election in California history. The total spent on political advertising has already surpassed the state’s 2024 Senate primary by $40 million.
Steyer’s campaign has been on television since November. Meanwhile, other candidates have recently increased their spending. Former California Assembly Speaker Antonio Villaraigosa, San Jose Mayor Matt Mahan, and Rep. Eric Swalwell have each launched broader ad pushes. Even so, Steyer still accounts for about 78% of spending targeting Democratic voters.
On the East Coast, a heated political advertising battle is underway in Maine. Governor Janet Mills has spent $1.5 million in a U.S. Senate contest. Her opponent, Graham Platner, leads overall spending with $4.8 million.
Elsewhere, AdImpact says $27.3 million has been spent on Virginia’s proposed redistricting amendment. Kentucky’s open Senate primary has drawn $42.7 million in advertising so far.
Media platforms are also seeing early benefits — though unevenly. Broadcast television has captured roughly one-third of the spending. CTV and digital platforms follow with about a quarter each. Radio, however, has received just 2% of the political advertising dollars so far this cycle.
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