Political Ad Spend will Continue to Break Records in the 2022 Election Cycle

Advertising Intelligence Company, AdImpact Reports 2022 Cycle will Reach $9 Billion in Ad Spending, the Same Heights as the 2020 Presidential Campaign

AdImpact, a leading competitive ad intelligence SaaS company, released its 2021-2022 Biannual Projection Report on political ad spend. The new report shows ad spend growth is expected to continue into the 2021-2022 cycle and predicts the spending will reach the same heights as the 2020 Presidential Election and total $9B again, even without a presidential race.

The 2021-2022 Projection Report points to several emerging developments. The report emphasizes how micro-donations have increased with the rise of digital fundraising tools, which in turn enable supporters to donate to their candidate of choice more easily. This trend has made grassroots advertising dollars more accessible to candidates. In addition, Facebook as a platform, when used specifically as a fundraising tool, allows campaigns to quickly and easily reach and engage a highly polarized electorate. These factors, combined with the rise of easy online donation tools such as ActBlue and WinRed, have equipped candidates and issue groups to fundraise with greater ease than ever before.

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AdImpact is the only platform that pulls rate data directly from the FCC and manages a historical database of political ad spending, allowing them to analyze the flow of activity. Through these insights, AdImpact breaks down the spending by Gubernatorial, House, and Senate elections in each state and determines which platforms they are using to reach voters.

According to the report, there was $9B in political media spending in the 2021-2022 cycle. Within that figure, additional topline numbers from the report include the following:

  • 128% projected growth from the 2018 cycle
  • $6.1B on TV and Radio
  • $1.5B on CTV
  • $1.3B on Facebook and Google

“The 2020 presidential election showed the public that it is important for Americans to support the candidate that they believe in,” said Kyle Roberts, CEO of AdImpact. “Now there are so many ways to donate due to Facebook, ActBlue, and WinRed, that anyone can support their candidate of choice. You don’t need to have deep pockets to make a difference in a campaign.”

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