Despite the rise of digital advertising, broadcast TV will capture nearly half of the predicted record $11.6 billion in political ad spending for the 2025-26 midterm cycle, due to its local reach and perceived trustworthiness.
01Summary
- 01Total political ad spending for the 2025-26 midterm cycle is forecast at $11.6 billion, exceeding the $11.2 billion spent in the 2024 presidential cycle.
- 02Broadcast TV is expected to take 48% of political ad spend, translating to $5.6 billion, according to AdImpact.
- 03Broadcast accounts for just 7.7% of general US ad spend, highlighting its outsized role in political campaigns.
- 04A TVB study found that 42% of Democrats and 49% of Republicans said broadcast or cable TV was the most influential ad medium for their vote.
- 05Nexstar reported record quarterly net revenue of $1.99 billion, driven by political advertising and its acquisition of Tegna.
02Why it matters
The continued dominance of broadcast TV in political advertising means local stations will see significant revenue boosts, which may shape the news and advertising you see on your local channels during election season.
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