Kantar Looks at the Midterms and Political Ad Spend for 2022

Massive Political Ad SpendAd spending for the 2022 Midterm election especially on the local level is amp8220is one for the record booksamp8221 according to Steve Passwaiter Vice President Growth and Strategy Kantar His presentation at the recent TVB Forward Conference demonstrated that TV continues to be the epicenter of political spending with over 45 billion committed to Local Broadcast TV alone so far this Midterm cycle And it continues to grow as we get closer to Election Day amp8220We are over 50 in broadcast from 2018amp8221 he noted As a result Kantar has continued to adjust its overall projections now to 9 billion across all mediaInvite job candidates to apply live during the Media and Advertising Communityamp8217s Black Talent Outreach Week at MediaVillagecom and AdvancingDiversityorg October 1720 Apply for jobssubmit your resume hereamp160Activity is not just robust for the House and Senate races Even gubernatorial races are factoring into greater ad spend For local broadcast in particular Los Angeles Las Vegas Georgia Phoenix lead the markets in political advertising this cyclePolitical MessagingIn terms of messaging Passwaiter noted that Republicans are focusing on the economy as it is impacted by inflation and the cost of groceries while Democrats also focusing on inflation speak more towards the impact of corporations on consumer prices and the legislation that has been passed to protect the consumer Democrats are also focusing voter attention on the impact of overturning of Roe vs Wade and the deterioration of reproductive rights protections which has become an especially strong talking point among female candidatesOur ability to predict the results of the Midterms has been put to the test The early general theory was that Republicans would win the House and it would be a tossup for Republicans vs Democrats for the Senate But even with just a few weeks before the election any outcome is possible and the differential between national and local sentiment is stark amp8220It is a tale of two electionsamp8221 compounded by amp8220President Bidenamp8217s approval ratingsamp8221 Passwaiter explained amp8220Interestingly for all of the distrust in the Federal government today state and local governments are actually polling wellamp8221 he addedSenate House and Governor RacesThere are 35 Senate seats up for election Six of these races are already spending over 100 million and two more amp8211 North Carolina and New Hampshire amp8211 are expected to reach that lofty level of spending soon Eight of these races according to Passwaiter appear to be battlegrounds amp8220and all of them are close even Rubio in Florida which has taken a few folks by surpriseamp8221In terms of advertising contributions six Senate races have already crossed into the nine figures he noted with both Mitch McConnell Republican and Check Schumer Democratic PACs as the biggest spenders Some of the biggest races in this category are Senator Warnock in Georgia and Senator Kelly in ArizonaThere are 36 gubernatorial races across the country which is important because amp8220governorships tend to be good training grounds for the presidential candidates and there are at least three of them that are leaning in that directionamp8221 Passwaiter shared amp8220Newsom in California DeSantis in Florida and JBamp160 Pritzker in Illinoisamp8221While the political terrain continues to shift and candidates jockey for position the real winners of the Midterm election cycle might just be media companies with political ad spend continuing to reach new heights Get ready to predict the Presidential race and subsequent ad spend in two yearsPhotograph by Charlene WeislerClick the social buttons to share this content with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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Kantar Looks at the Midterms and Political Ad Spend for 2022

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Charlene Weisler

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Kantar Looks at the Midterms and Political Ad Spend for 2022

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