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State of the Screens

Midterms To Set Ad Spending Record, New Guerrilla Tactics Too

By February 19, 2018No Comments

Borrell Associates recently released updated projections for political spend in 2018.

Top platforms for $8.5B local spend (% of total):
1) Broadcast TV: $3.4B (40%)
2) Digital: $1.9B (22%)
3) Cable TV: $994M (12%)
4) Radio: $564M (7%)
5) Newspapers: $553M (7%)
6) Telemarketing: $481M (6%)
7) Out-of-home: $317M (3%)

TV vs. Digital only (% of total):
1) Broadcast/Cable TV: $4.4B (70%)
2) Digital: $1.9B (30%)

NOTE: The digital number includes all costs (fundraising, list building, etc.) beyond just digital video.

Digital spend in politics has grown 135X since 2010!

More. Kantar: Stations To See $2.4B Political In ‘18

Michael Beach

Michael Beach

Michael Beach is the Chief Executive Officer of Cross Screen Media, a media analytics and software company that enables marketers to plan, activate, and measure CTV and linear TV at the local level. Michael is also the founder and editor of State of the Screens, a weekly newsletter focused on video advertising that is a must-read for thought leaders in the advertising industry. He has appeared in such publications as PBS Frontline, The Wall Street Journal, The New York Times, Axios, CNBC and Bloomberg, and on NPR’s Planet Money podcast.