A second ad-tracking firm says 2022 set a record for mid-term election spending, while also falling short of an all-time political ad record that was set during the presidential election cycle two years ago. Kantar Media says it tracked $8.2 billion in total political ad spending this year, of which $300 million, or a four percent share, went to radio.
The total ad spending figure may have been somewhat higher, Kantar/CMAG Vice President Steve Passwaiter says, because political operatives raised nearly $16 billion in political contributions this year. Since six of ten dollars raised are typically allocated to advertising, Passwaiter says that would point to total ad spending closer to $9.5 billion.
Passwaiter writes in Ad Age that broadcast television had the biggest total at $4.3 billion or a majority 52% of the total spend on political ads. It is up from $3 billion during the 2018 midterms.