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State of the Screens

Political Ads Expected to Explode, Even as Economy Tanks

By May 21, 2020No Comments

Key details for political video ad spending according to Advertising Analytics/Cross Screen Media:
1) 2020 vs. 2016 – ↑ $4.3B (↑ 200%)
2) 2020 vs. 2018 – ↑ $2.6B (↑ 67%)
3) 4-5% of the entire U.S. video ad market
4) 17% of all video ad growth is from politics

Quote from Kyle Roberts – CEO @ Advertising Analytics:
“In terms of political spend, [the coronavirus] has not impacted it negatively.  These dollars can’t be allocated to the ground game right now. That does open up more dollars that are getting appropriated to the air war.”

Presidential cycle political video ad spending (% growth):
1) 
2016 – $2.2B
2) 
2020P – $6.5B (↑ 200%)

Midterm cycle political video ad spending (% growth):
1) 
2014 – $1.6B
2) 
2018 – $3.9B (↑ 142%)

Wow: The political video ad market is growing (CAGR) at a rate of 26% compared to 5% for the general video ad market!

Share by platform in 2019-20P:
1) 
Local Broadcast TV – 55% (↓ 9%)
2) Digital Video – 27% (↑ 8%)
3) Local Cable TV – 18% (↑ 1%)

Local broadcast TV spend by cycle (% growth):
1) 
2014 – $1.3B
2) 
2016 – $1.7B (↑ 33%)
3) 2018 – $2.5B (↑ 46%)
4) 2020P – $3.6B (↑ 42%)

Local cable TV spend by cycle (% growth):
1) 
2014 – $320M
2) 
2016 – $450M (↑ 41%)
3) 2018 – $660M (↑ 47%)
4) 2020P – $1.2B (↑ 75%)

Digital video spend by cycle (% growth):
1) 2018 – $740M
2) 2020P – $1.8B (↑ 145%)

The big question: Do you want to sell more political ads in 2020?  If yes, then download our FREE 8-page report, and let’s get started!

More #1: Knock, Knock, Who’s There? No Political Canvassers, for the First Time Maybe Ever

More #2: How Political Advertisers Are Adapting to the Coronavirus Pandemic

More #3: Fewer Political Ads Now, Doesn’t Mean Less Advertising Later

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.

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