Polling News

Historic Spending Predicted For 2022 Midterm Elections

August 18, 2022

Last summer, AdImpact predicted that $8.9 billion would be spent on the 2022 Midterm Election cycle. AdImpact has revised their projections, now predicting political spending could reach $9.7 billion, nearly $700 million more than was spent on the 2020 Presidential Election.

The revised projection reflects a landscape that will make this the most expensive political cycle in history, outpacing the 2016 and 2020 presidential cycles. One reason for the increase is a heavier investment by campaigns and committees in Connected Television (CTV), accounting for 14.92% of projected spending or $1.44 billion. As media consumption habits evolve, more and more Americans are leaving traditional cable and broadcast subscriptions behind, known by the phrase, “cutting the cord.” These voters represent important parts of the political landscape, and advanced targeting allows them to be reached with increased precision. Broadcast (51.45%/$4.98 billion) and cable (15.93%/$1.54 billion) remain dominant in spending, but AdImpact projects the stream of voters switching to CTV to continue and relative spending on the medium to increase.

The new projections included state by state changes. States with lower projected spending are Missouri, Georgia, North Carolina, Maryland, and Pennsylvania. Projections increased in Nevada, Colorado, Oregon, New Hampshire, Connecticut, and Alabama, where both sides are looking to invest more to expand the gubernatorial, Senate, and House maps.

While presidential elections typically see the highest levels of spending, the number of competitive gubernatorial, Senate, House, and down-ballot races and initiatives have driven the increase in ad spending. The rising cost of advertising means campaigns must keep evaluating the mediums used to reach voters to ensure every dollar goes as far as possible.

 

Related PollingNews

Placeholder polling news
June 20, 2024 |
Polling News
According to a Washington Post-Schar School poll, 61% of voters in six key swing states (Arizona, Georgia, Michigan, Nevada, Pennsylvania and Wisconsin) are “Decider” voters. ...
Placeholder polling news
June 13, 2024 |
Polling News
Initial reports Last week showed the Trump verdict didn’t cost the former president votes, but some surveys found that it persuaded undecided voters to lean to Biden. ...
Placeholder polling news
June 06, 2024 |
Polling News
According to a Fivethirtyeight.com analysis of four different polls, post-verdict surveys show a slight advantage for President Biden in head-to-head matchups, but barely with the shift due to voters moving to Biden, not leaving Donald Trump. ...
Placeholder polling news
May 30, 2024 |
Polling News
More than half of Americans have been closely following the 2024 presidential election already, according to a recent poll by Pew Research Center.  ...
Button karlsbooks
Button readinglist
Button nextapperance