Growth in political ad spending is expected to slow dramatically during the 2019-2020 election cycle, according to Kantar Media, which predicts political campaigns for US federal office will spend $6 billion on paid media placements this year. But a greater share than ever will be directed toward digital channels.
Kantar predicts federal election spending this cycle to increase 14%. Growth in 2018 was 21%.
Other recent estimates, from political ad-tracking firm Advertising Analytics and marketing analytics company Cross Screen Media, posited an even greater reliance on digital tactics.
The two companies also predicted that US political campaigns would spend $6 billion on ads this cycle, but they expected $1.6 billion to be devoted to digital video alone.
That was more than double 2018 digital video spending and more than the $1.02 billion they thought political campaigns would spend on cable TV ads. Read the rest at eMarketer.