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Broadcast TV has been the largest recipient of political advertising spending in the United States. It was forecast that, during the 2026 mid-term election cycle, around **** billion U.S. dollars in ad buys would be devoted to the medium. On the other hand, Connected TV (CTV) spending was projected to amount to nearly *** billion dollars.

Digital is not to be discounted in the electoral race

Despite broadcast TV’s might in the political ad arena, the trend towards digital media in political advertising keeps growing. For example, governmental and political advertisers registered by far the highest ad spending on Meta between November 2018 and April 2022, for a total of more than half a billion dollars. When considering political ad expenditures on Google, the top spender between 2018 and 2023 was the Biden for President group, investing more than **** million dollars in the measured period.

Political ads are flush with cash, but struggle to win voter trust

The American political advertising scene shows no sign of slowing down, with ad spending for the 2024 election cycle projected to surpass its predecessors. Despite the surge in investments, voter attention to ads remained aloof during the 2022 midterms, with ** percent of eligible voters saying they tend to tune out or ignore political ads. In addition to that, around ** percent of voters considered political advertising unethical, while nearly ** percent believed consumer data should never reach the hands of political advertisers.