The amount of money spent on local TV ads for this week’s midterm elections topped the $3 billion mark, making it an all-time record not only for a midterm cycle but for any election cycle, TVNewsCheck reports, citing Television Bureau of Advertising reporting and Kantar Media/CMAG figures.
The report quotes TVB President and CEO Steve Lanzano saying: “Campaigns, PACs and other entities spent over $3 billion dollars on local broadcast television advertising in the 2018 midterm cycle. There is no doubt that local broadcast TV delivers for political campaigns. Candidates continue to derive tangible, winning results from local broadcast television. Tuesday’s dominant reliance on TV, over all other media platforms, demonstrates that voters rely on local broadcast TV to inform their voting decisions.”
Added Kyle Roberts, president and CEO of Advertising Analytics: “2018 was uncertain in every way; the volatility this cycle was unprecedented. It’s why we saw candidates and campaigns go back to what is tried and true: if you use TV, it reaches voters and they listen.”
Advertising Analytics reported that local broadcast TV increased more than 100 percent from the 2014 cycle, adding that three out of four dollars spent on traditional media went to local broadcast television.