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Digiday Media Buying Briefing: Broadbeam Political TV Research Highlighted

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By Michael Bürgi and Antoinette Siu for Digiday

Many forecasts project record political spending for midterm elections that are outpacing 2020. Broadbeam Media took a look at how much television spending has grown in recent years, especially as PAC spending continues rising in local markets.

  • News still dominates political TV spending, making up nearly 60% of all political spot TV spending in 2020. Sports, while a smaller contributor, accounts for about 10% of this spending.
  • As a result of redistricting, Broadbeam predicts the political share of spot TV in a market will rise by 5% this season.
  • PAC spending in local markets has grown more than 30% a year, outpacing that of political campaign spending. In non-presidential election years, the firm estimates PAC spending makes up 25% of political local TV ad spending. In markets with fewer competitive races, PAC spending can make up all of the local TV dollars.

 


View the original article published on Digiday. (requires subscription)

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