Political advertising on broadcast, cable and digital during the 2020 presidential election cycle will hit $6 billion, MediaPost reports, citing a report released today by Advertising Analytics and Cross Screen Media.
The total represents a 57% increase over spending during the 2018 midterm election cycle. The report also predicts that the presidential campaign will acount for $2.7 billion, or about 45% of all political ad spending.
The study projects 8 million broadcast airings of political ads in 2020, about 2.5 million more than aired in 2018.
Digital will account for about $800 million, or 29% of total presidential campaign spending, MediaPost notes.
The Advertising Analytics and Cross Screen Media report adds: “These projections will also likely change as the landscape changes. Currently, the Senate has fewer top tier races than it did in 2018. However, if Stacey Abrams were to enter the race in Georgia, for example, we would expect that race to become far more competitive and therefore be weighted higher in our model.”