According to MediaPost article, "a new 2022 political advertising revenue estimate for the midterm elections of $7.8 billion, per Kantar/Campaign Media Analysis Group (CMAG), would be more than twice that of 2018 midterm results -- a record amount.This comes after a more aggressive number of $8.9 billion from AdImpact (formerly Advertising Analytics) -- a projection that would be three times the last midterm election in 2018, which was $2.97 billion."
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"Kantar sees $3.8 billion going to broadcast; $1.2 billion to digital media (mostly Facebook and Google); $1.4 billion for cable TV/satellite TV platforms; $1.2 billion for OTT/CTV and $215 million for radio.AdImpact touts higher levels overall for each media channel, especially for broadcast. Broadcast TV -- mostly all local TV -- will see $4.57 billion; cable TV, $1.34 billion; digital media, $1.29 billion; and radio, $220 million. Just like Kantar, AdImpact estimates show sharply higher revenue for CTV -- $1.48 billion.
AdImpact says CTV political ad revenue registered a virtually zero/negligible amount in the 2020 presidential election year. AdImpact says most of the 2022 political money will go to down ballot races -- state, local, and other contests -- $2.51 billion; Senate races, $2.38 billion; with Governors contests, $2.33 billion; and U.S. House, $1.67 billion."
