- Only $247M of political television advertising (including cable) ran nationally, compared to $5.1B locally ($1B on local cable, $4.1B on local broadcast TV).
- 19 local markets have received over $75M in political television spending
- 11 of these markets received over $100M
- LA and Phoenix have each received over $200M
- $2.63B has been spent on Presidential advertising this cycle as compared to $855M in the previous cycle.
- $1.67B has been spent on Senate advertising this cycle as compared to $989M in the previous cycle.
- $950M has been spent on House advertising this cycle as compared to $1.03B.
- Local broadcast TV still makes up most of the political advertising at 60%.
- Digital and cable are the second and third largest categories at 18% respectively.
- 73% of digital spending consists of Direct Response (fundraising and list-building) advertising, compared to 23% consisting of television-style persuasion ads.
“Between a highly competitive presidential race, some of the most expensive Senate races in history, and the fight among Democrats and Republicans to take back House seats, it’s not surprising we’ve seen this level of political spending. Not to mention campaigns are not holding as many in-person events if any at all,” said Kyle Roberts, President & CEO of Advertising Analytics. “As polls narrow and we close in on election day, campaigns are throwing their fundraising dollars into TV ads.”
“Local broadcast TV is the most trusted news source among registered voters. The political ad investments we’ve seen on local TV clearly demonstrate that campaigns and media buyers recognize, value, and depend on this trusted platform to reach voters in this unconventional election year,” said Steve Lanzano, President & CEO of TVB.
Advertising Analytics provides clients with sophisticated, real-time media intelligence. Their product suite provides actionable data about ad spends, airings, ratings, and creative details on both traditional and digital platforms.