According to a recent analysis from advertising analytics firm AdImpact, the 2026 midterm election cycle may surpass the 2024 presidential cycle to set a record for advertising expenditure in any U.S. election.
AdImpact projects that this year’s campaigns will cost $11.6 billion in advertising, making it the most costly cycle ever and surpassing the $11.2 billion spent on advertisements for the 2024 election between current President Donald Trump and former Vise President Kamala Harris. The current estimate is a $795 million increase above the prior estimate from the previous year.
Quick Fact
| Detail | Information |
|---|---|
| What happened | Political advertising spending is expected to reach a record level in 2026. |
| Projected spending | $11.6 billion |
| Previous midterm record | $8.9 billion in 2022 |
| Spending by June 1 | $4 billion |
| Digital advertising | About $1.6 billion |
| Major spending period | August through November |
| Key races | Senate and gubernatorial contests |
| Top media channel | Broadcast television |
| Source | AdImpact |
2026 Midterms Set Ad Spending Record
With Republicans controlling both chambers of Congress, the midterm season is expected to be more fierce than prior elections. AdImpact reports that $8.9 billion was spent on advertisements during the 2022 midterm season. The 2026 advertising budget would be 30% more than the last midterm election if the forecast comes true.
According to the research, “all indicators point to 2026 being the most expensive political advertising cycle in history, from record-setting races and surging party committee war chests to a competitive landscape that continues to expand.”
According to AdImpact, it anticipates spending $1.4 billion on cable and $5.6 billion on broadcast.
Political Ads Drive Local Media Revenue
For media firms, advertising continues to be a major source of income, with news, sports, and live events drawing the most spending. Local broadcast station owners nationwide frequently receive some of the biggest ad revenue from elections, especially those that are fiercely contested or take place in battleground states.
According to the research, broadcast TV continues to be one of the biggest forces in political advertising, accounting for about half of all cycle expenditure. The states with the highest overall spending are California, Texas, Michigan, and Ohio. While California has a costly governor’s campaign, Michigan, Ohio, and Texas all have competitive Senate contests.
Political Ad Spending Hits $4 Billion
According to AdImpact, political advertising expenditures have hit $4 billion as of June 1, a 46% increase over the same period in the 2024 presidential election cycle.
According to the research, “a concentrated set of high-profile, high-dollar contests that materialized earlier in the cycle than is typical” are mostly responsible for that spike.
2026 Gubernatorial Races Drive Record Spending
According to AdImpact, three of the four most costly gubernatorial contests ever will be held in California, New Jersey, and Georgia in 2026.
This year, even down ballot expenditure is predicted to surpass the $3.2 billion record established in 2022.
