Political advertising on radio has jumped 22% in the past month as campaigns prepare for the midterm election’s biggest spending stretch. AdImpact reports radio has collected $124 million in political ad spending so far this cycle.
What We Know: All of the information comes from AdImpact, which reports radio spending has risen from $101 million to $124 million in the past month. The increase comes as political advertisers prepare for a major spending surge after Labor Day. AdImpact’s data from the 2022 and 2024 election cycles shows radio spending accelerated sharply from August through September before roughly doubling again in October. Meanwhile, about $6.1 billion has been spent across broadcast television, cable, radio, digital, satellite, and connected TV during the 2026 races.
What the Numbers Show: Radio’s $124 million ranks behind broadcast television at $3.12 billion, connected TV at $1.14 billion, digital at $937 million, and cable at $770 million. However, radio has outpaced satellite, which has received $51 million. Issue groups account for $4.09 billion of overall spending, while candidates have spent $1.98 billion. AdImpact also projects the 2026 election cycle will set a record for political advertising spending, with total spending expected to reach $11.6 billion.
What Remains Unclear: Radio has captured about 45% of AdImpact’s $273 million projection for the medium. However, the current pace doesn’t guarantee radio will reach or exceed that figure. Much of the remaining spending will depend on the intensity of competitive races and how campaigns allocate their budgets across media platforms.
What It Means: Radio appears positioned to benefit as campaigns enter the most expensive portion of the election cycle. After Labor Day, spending should accelerate further as candidates and outside groups make their final pushes. If previous election cycles provide a guide, October could bring another significant wave of political advertising dollars to radio.
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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.