Political Ads Rising In Sports Programming: Viamedia

by Wayne Friedman , October 31, 2022

Political advertising spend in sports programming will triple its previous revenue levels for these midterm elections, according to local video advertising-sales company Viamedia.

Across linear cable and related digital networks, political ad spending within sports programming grew 170% in 2020 versus 2018, the company says.

Sports programming on ESPN leads in political advertising, Viamedia says -- as well as sports programming on cable networks including TBS, TNT, USA Network, ESPN2, FX, FS1, NFL Network, and CBS Sports Network, among others.

Major League Baseball in particular has more than tripled its political advertising business in 2022 versus during the previous midterm elections in 2018, according to Viamedia data.

Viamedia operates in 28 states across more than 60 U.S. markets for more than 6,000 local, regional, and national advertisers.

Kantar had estimated local TV could reach $5.5 billion -- another new record -- for political advertising this year.

Local TV stations' newscasts typically get a major share of political advertising spend.

AdImpact projected the overall 2022 midterm election period would see $9.67 billion in political ad spend -- and of that, $1.4 billion could go to connected TV platforms.

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2 comments about "Political Ads Rising In Sports Programming: Viamedia".

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Jim Thompson from Temple University, October 31, 2022 at 1:49 p.m.
Nothing says entertainment and escape from the day-to-day, like multiple, vile political attack ads every inning of the World Series.
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Ben B from Retired, October 31, 2022 at 11:13 p.m.

I haven't seen all that many political ads when watching sports other than halftime & after a game on the local TV stations. Superpacs the few times that I have watched ESPN college football when GT from the US Senate Race it was an attack ad and then SuperPac supporting Mike Lee a few days ago wasn't an attack on his challenger thou. Only 1 week away until those attack ads end which is nothing but slander, smearing & defaming I don't get why no one sues to hold the challengers labile for everything I said above, that is what I'd do sue the challenger for the personal attacks.