The 2019-2020 federal election cycle is forecasted to generate $6 billion in political advertising, according to a study by Kantar. Kantar projects a significant increase in digital ad spending in 2020, with the channel receiving 20 percent of total political ad spend, or $1.2 billion. Kantar’s estimates include spend only on ads sponsored by federal candidates or campaigns, and not by PACs. The company says broadcast and cable television political ad spending will remain strong, with broadcast attracting $3.2 billion and cable attracting $1.2 billion. Radio ad spending is expected to total $400 million.
While the 2017-2018 season may have been a rocky one for the NFL, the league’s signature event still continues to shine: The average cost of a :30 ad in Super Bowl LII climbed to a record $5.235 million, with overall spend totaling $482 million, second only to the previous year’s game which went into overtime. Kantar Media’s analysis of its exclusive data shows that the Super Bowl remains the preeminent live television event. However, there have been some changes in advertiser strategies, including experimenting with shorter ad lengths and leveraging social media to get the most from their campaigns.
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