With expectations of even bigger record-breaking TV political advertising media spend for all TV stations in 2024, Sinclair Inc. has raised its third-quarter political advertising-revenue estimates by around 18%.

Sinclair -- one of the largest TV station groups -- now expects political ad revenues for the third quarter to be between $140 million and $145 million. Previously, the company was expecting $113 million to $128 million.

Full-year 2024, political advertising is expected to rise by 4% on average from a previous estimate -- $425 million to $438 million. Earlier projections were $401 million to $428 million.

At the same time, Sinclair is projecting slightly lower “core” advertising due to rising political ads.

Core brands can get “crowded out” due to political marketers who have right to air their messaging at the lowest unit price.

Non-political “core” advertising revenues are now estimated between $285 million to $293 million. Earlier, as of August 7, it was projected to be between $288 million and $300 million.

In July, AdImpact expected political advertising revenues to hit $10.7 billion — up from an earlier estimate of $10.2 billion.

Those expectations broke down with broadcast platforms (local and national) at $5.35 billion, followed by local cable TV systems at $1.93 billion; connected TV, $1.51 billion; digital media, $1.12 billion; national cable TV, $309 million and satellite-provided local media at $102 million.