Political advertising reached $9.8 billion in the 2016 election year, marking a more than 4% increase from the 2012 election cycle ($9.4 billion) and representing a new record.
The presidential campaigns have had the most variation in ads served.
Desktop video ads have made up the bulk of each campaign’s approach. Local campaigns concentrated on this format the most since the beginning of 2015.
While TV is still the dominant destination for political ad spend, spending on digital channels, is increasing the fastest year over year.
Millennials are more influenced by political advertising than Gen Xers or Baby Boomers.
69% of US internet users find TV news to be the most effective political marketing channel.
Broadcast TV will boast the lion’s share of ad dollars, at nearly 52%, and the majority of those dollars will be spent on national campaigns.
US digital political ad spending will leap almost 9,000% to pass $1 billion next year—nearly seven times more than $159.2 million in 2012, the last presidential election year.
Nearly half of US voters in the 2014 midterm elections from five swing states took some sort of action after viewing a online political ad.
Online political ad spending has been growing rapidly, but is nonetheless expected to account for only 3% of political advertising dollars this year, per Borrell’s report, with the bulk spent on broadcast TV.