Political advertising during the 2024 presidential election reached “unprecedented” levels. 2026 is on pace to be the largest election cycle in history.
What We Know: Political advertising is on pace to reach unprecedented levels during the 2026 election cycle. AdImpact has raised its spending forecast to $11.6 billion by Election Day, up from the $10.8 billion projection it issued last fall. The revised estimate would make the cycle the most expensive on record and represents a 4% increase compared to the 2024 presidential election. Analysts point to strong early spending, several record-setting races, and robust pre-booking activity as drivers behind the increase.
What The Numbers Show: Broadcast television remains the largest beneficiary of campaign dollars. AdImpact forecasts $5.6 billion in spending on broadcast TV, while cable TV is expected to receive $1.4 billion and satellite TV $88 million. Meanwhile, Connected TV continues its rapid rise and could attract $2.6 billion. Digital spending has been revised upward to $1.6 billion. Radio is projected to generate $273 million in political ad revenue. Senate races are expected to account for $3.4 billion. That is followed by $2.4 billion for gubernatorial contests and $2 billion for House campaigns.
What Remains Unclear: The political map continues to shift. Competitive races in states like Ohio, Texas, and Maine have boosted spending expectations. However, forecasts have softened in Florida, North Carolina, and New York. It’s also uncertain how additional redistricting developments could alter spending patterns before November.
What It Means: Broadcasters, digital platforms, and radio operators stand to benefit from another historic election cycle. While traditional television remains a core strategy, advertisers increasingly value Connected TV and digital platforms for their targeting capabilities. As a result, media companies across multiple platforms could see significant revenue gains through Election Day.
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Garrett Searight is Barrett Media’s News Editor, which includes writing daily news stories, features, and opinion columns. He joined Barrett Media in 2022 after a decade leading several radio brands in several formats, as well as a 5-year stint working in local television. In addition to his work with Barrett Media, he is a radio and TV play-by-play broadcaster. Reach out to him at Garrett@BarrettMedia.com.
