Ad spending for the 2018 midterms reaches nearly $3 billion

Nearly $3B has been spent on TV/radio advertising in the 2018 House, Senate and gubernatorial elections according to Advertising Analytics.

Big growth: That is more than double the $1.5B that was spent on these same elections in 2014!

TV/radio spending by party (% of total):
1)
Democrat — $1.5B (52%)
2) Republican — $1.3B (48%)
3) Independent — $6M (0.2%)

Top 3 most expensive races:
1)
FL-GOV- $181M
2) FL-SEN — $173M
3) IL-GOV — $128M

Top 3 markets for ad spending:
1)
Orlando/Daytona Beach/Melbourne- $110M
2) Las Vegas — $103M
3) Los Angeles — $101M

Top 3 outside groups for ad spending:
1) Congressional Leadership Fund (R) — $110M
2) Senate Majority PAC (D) — $105M
3) DCCC (D) — $81M

Top 3 Senate races for ad spending:
1) FL-SEN — $173M
2) MO-SEN — $94M
3) IN-SEN — $91M

Top 3 House races for ad spending:
1) PA-01 — $24M
2) WA-08 — $23M
3) CA-48 — $22M

Top 3 gubernatorial races for ad spending:
1) FL-GOV — $181M
2) IL-GOV — $128M
3) OH-GOV — $63M

Digital (all types) share of political ad spend according to the Center for Responsive Politics:
1)
2014–1%
2)
2018–22%


Flashback #1: Midterm TV spending to rival last presidential election

2018 spend share according to Kantar CMAG:
1) Local broadcast — 62%
2)
Local cable — 22%
3)
Digital (all types) — 16%

2018 spending growth compared to 2014:
1)
Digital (all types) — ↑ 140%
2)
Local cable — ↑ 42%
3)
Local broadcast — ↑ 14%
4)
Total — ↑ 31%

Flashback #2: Midterms To Set Ad Spending Record, New Guerrilla Tactics Too

Volume of ads by cycle:
1)
2014–2.3M
2)
2018–3.7M (↑ 59%)


More #1: Why TV still totally dominates when it comes to political advertising

More #2: Beto O’Rourke’s Huge Facebook Bet

More #3: Bully Pulpit Interactive: The Digital Landscape, pt. 2