Day 8 - Political Advertising Spend

Throughout December, Kantar Media will showcase some of its best content from across our global network of marketing teams  in 2018.​ For 25 days in the lead up to Christmas we will summarise highlights of our content around specific themes, calendar events, newsjacking opportunities and thought leadership.​

How did local TV stations benefit from the 2018 midterm elections in the U.S.? 

The 2018 U.S. midterm elections set records, with total spending of $5.25 billion making this year the richest midterm election in history. It beat spending on the last midterm by 78% and was more than 20% higher than the last presidential election. 

Digital ads frequently seen on Facebook and Google nearly quadrupled from 2014, but TV advertising remained central in the political world. Both local broadcast and local cable exceeded 2016’s Presidential election year totals. Cable nearly doubled its take from 2014 and broadcast showed a growth of nearly 50%. In addition to the midterms, networks also benefited from a contentious Supreme Court nomination which garnered ads from groups both for and against the appointee. Our political ad monitoring team tracked activity on the groups, markets, advertising spend and occurrences throughout the record breaking year.  

  • The battle for the Supreme Court begins – With the nomination of Brett Kavanaugh to the Supreme Court, Kantar Media/CMAG monitored advertising from several groups on both sides of the aisle making their arguments for or against the candidate.   
  • CMAG 2018 Midterm Report Card – In the days leading up to the 2018 U.S. midterm election, Kantar Media/CMAG identified the total and top spenders across the nation in a year that has seen unprecedented spending. 
  • $5.25 Billion Spent During the Biggest Midterm Ad Blitz Ever – In the wake of a record setting and nail-biting midterm election, Kantar Media/CMAG analysed spending on TV and digital media throughout 2018 and identified some stark divergences in strategy between the two major parties.  

Whether it was the controversial Supreme Court nomination, or the midterm elections, 2018 saw record breaking spending from political advertisers. To learn more about our political advertising monitoring, click here

View the other days of data.

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