• by Wayne Friedman , September 13, 2022

Political advertising is not only looking to set records for the upcoming midterm elections, but much of the spending -- 63% -- looks to be “issue”-oriented spend, according to advertising placed through Viamedia, the independent ad sales management company for local cable, OTT, streaming and video.

This is up versus a 47% share in each of previous cycles in 2020 and 2018 political election periods.

Issue-oriented advertising includes spending by political action committees (PAC) for ballot initiatives, and referendums on behalf of candidates.

After issue-oriented advertising, the next-biggest category is the U.S. Senate campaigns, with a 12% share.

This is followed by gubernatorial campaigns at 11%. Earlier this year Viamedia said it expected “triple- and even quadruple-digit” growth in spending in political “battleground” states.

Overall, Viamedia says, year-to-date total political advertising revenue already is up 11% versus 2018 midterms and 2% higher than the 2020 presidential election year.

Presidential election years typically are the biggest years for political advertising.

Viamedia did not release specific details on political ad revenues.

Looking at fast-growing digital-video and connected TV political spend, Viamedia’s year-to-date ad revenue is up 61% from the 2018 midterms season to date, and 38% more than the 2020 presidential-year revenue.

In August, Kantar projected total U.S. political ad spend to hit $7.8 billion for local broadcast, local cable/satellite, radio, digital and OTT.

Broadcast TV estimated to hit $3.8 billion (vs. $3.05 billion in 2018); cable TV/satellite, $1.4 billion ($1.2 billion, 2018); digital media (Facebook and Google), $1.2 billion ($900 million, 2018); radio, $215 million; and OTT/CTV, $1.2 billion.