Expenditures on media placements for the current US political cycle are forecast to rise above previous estimates as candidates enter the final stretch of campaigning. The total for the 2025-2026 midterm elections is projected to hit $11.6B, moving past the $11.21B total already tracked by AdImpact, which had previously pushed the cycle past the $11.20B record set during the 2023-2024 period.
New data indicates a tactical shift toward sports broadcasts, with candidates spending a larger share of their budgets on commercials during football games. A Washington Post analysis of the data found that between Oct 20 and Oct 27, competitive Senate and gubernatorial races alone accounted for $749 million in advertising costs.