US Midterm Election Ad Spending Nears $12 Billion

Ad spending estimates for the US midterm elections are heading toward $12 billion, with AdImpact estimating the figure at around $11.6 billion, compared to $8.9 billion in the 2022 midterm elections, in a jump that reflects the scale of competition for seats.

AdImpact distributed the spending across four main channels: broadcast TV accounted for $5.6 billion, connected TV for $2.6 billion, digital advertising for $1.6 billion, and pay TV for $1.4 billion.

The largest share of the increase is going toward streaming services and connected TV, as political advertisers pursue audiences that have moved away from traditional viewing, at a time when linear channels face pressure on ad inventory as a result of spending shifting to digital channels.

This shift reflects a pattern repeated in other markets, where major budgets are gradually moving from traditional screens to programmatic channels and connected platforms. The pattern indicates that money follows audience attention wherever it moves, and that channels losing viewers lose ad inventory and its value along with them, forcing advertisers in the Arab region to re-evaluate their media mix.

What do these terms mean?

Midterm elections: Elections held at the midpoint of a US president's term to renew seats in the House of Representatives and the Senate. Connected TV (CTV): Watching content over the internet on a TV screen. Ad inventory: Spaces available for displaying advertisements. Political spending: Money spent on election campaigns and publicity.