To date, Biden Harris has a more than $100 million advantage in terms of media dollars. The Trump (TBD) campaign, meanwhile, has a more than $100 million advantage in legal spending.

The election is six months away, well beyond the 100-day mark when predictive analytics have meaningful rates of accuracy. But that's not going to deter MediaPost from publishing a regular series of prediction markets data each month leading up to the election to see how it nets out.

"We're finding people are coming to us because we rise above division and partisanship to bring people news in a much more balanced way, because we are the outside insider," explains BBC News' Deborah Turness.