The next election cycle is expected see more than $6 billion in the total cost of TV and digital ads, according to a report released by political ad-tracking firm Advertising Analytics on Tuesday.
According to the firm, that figure marks a 57 percent increase from last year’s midterm elections, largely driven by a significant boost in digital video advertising.
Of the $6 billion total, $1.6 billion is projected be spent on digital video platforms, like Facebook and Google, while $4.4 billion is projected to be spent on traditional platforms like broadcast and cable TV stations — more than double what Democrats and Republicans spent on TV ads in the last presidential elections.
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Advertising Analytics predicted that presidential spending would account for the largest segment of 2020 ads. The group projected that $2.7 billion would be spent on the presidential race, $800 million of which is expected to be spent on digital video.
The group projected $971 million of that $2.7 billion to be spent on the Democratic presidential primary alone. Meanwhile, spending in the general election is expected to reach $1.7 billion between President TrumpDonald John TrumpSenate advances public lands bill in late-night vote Warren, Democrats urge Trump to back down from veto threat over changing Confederate-named bases Esper orders ‘After Action Review’ of National Guard’s role in protests MORE and the Democratic presidential nominee.
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First in the nation states, such as New Hampshire and Iowa, are expected to see the highest levels of expenditures, at $232 million and $125 million respectively, during the primary.
In the general election, battleground states Pennsylvania and Florida could see more than $250 million in ad spending.
Roughly $1 billion is projected to be spent on House races, with Democrats looking to hold onto their majority.
In the Senate, spending is expected to be down 14 percent to $789 million in 2020. Advertising Analytics cited a decrease in toss-up seats for the expected drop.