Midterm 2018 Political Advertising To See Small Rise Over 2014

Next year’s big midterm political election will see a small increase from four years ago, partly due to lower digital media and cable TV advertising unit prices on political commercials.

Borrell Associates is forecasting an $8.5 billion political advertising market -- a 2.5% hike over 2014.

Broadcast TV will see $3.4 billion in ads -- commanding a 39.5% share -- with digital media at $1.9 billion for a 22% share; cable TV at $994 million (12%); radio, $564 million (6.6%); newspapers, $553 million (6.5%); telemarketing, $481 million (5.7%); and out-of-home, $317 million (3.7%)

With regard to digital media’s growth in 2018, Borrell says: “We expect nearly half of all digital political advertising in 2018 to be placed programmatically.”  

For 2017 -- an odd-numbered year that typically sees low levels of political advertising spend -- Borrell says total estimates will end up at $4.9 billion spent on candidates and overall political advertising activity.  “We’ve seen an upward spiral” in these types of political years, Borrell says.

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Broadcast TV for political advertising this year will be $1.9 billion; cable TV, $607 million; digital media, $500 million; telemarketing, $452 million; newspapers, $435 million; radio, $400 million; out of home, $324 million; and direct mail, $260 million.

The biggest share of political activity this year came from super PACs, commanding $3.31 billion of the $4.97 billion spent -- 67% of all political advertising.

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