Midterms Command Over $1B in Advertising

PoliticsTelevision political advertising spending among key federal and gubernatorial races this season is roughly the same as in the midterm election season four years ago -- with commercial volume down a bit.

A Kantar Media/CMAG analysis by the Wesleyan Media Project shows that $1.187 billion was spent between January 1, 2013 and October 23, 2014 -- some 2.22 million commercial airings, down 12% from four years ago. Spending on gubernatorial, U.S. House and Senate races was $1.189 billion, with 2.43 million commercial airings from January 1, 2009 through Oct. 23, 2010.

Overall -- including local political races and ballot measures -- a total of $1.68 billion has been spent this season, with 2.97 million airings.

Advertising in House races is down 27% for Democratic ads and 37% for Republican spots. Michael Franz, co-director of the Wesleyan Media Project, stated: “No one expects control of the House to be much in doubt. The clear struggle for control is in Senate races.”



In Senate races, pro-Democrat ads are up over 37% compared to four years ago. Republican Senate ads are down just slightly -- 7%.

Advertising among Democrats in Senate races is at 210,000 to Republican airings at 190,000. Advertising among Democrats in the House is at 175,000, compared to Republicans, who are at 121,000. Republicans are ahead of Democrats in gubernatorial races -- 234,000 to 205,000.

"Political Symbols" image via Shutterstock.

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