Where Are Political Advertising Dollars Going In The 2022 Midterm Election Cycle?

by | Oct 11, 2022 | Industry Insights

Where are political advertising dollars going in the 2022 midterm election cycle?

As the political landscape in the United States evolves, so does political ad buying.

According to AdImpact, ad spending for the 2022 election cycle is expected to reach nearly $9.7b across local broadcast TV, cable TV/satellite, digital political advertising (Google and social media), over-the-top (OTT) video content, and connected TV (CTV). This projection is $700m more than what was spent in the 2020 Presidential campaign.

If you’re surprised that nearly $1b more is being spent on midterms than a Presidential election, you are not alone.

According to CNN, Presidential election cycles almost always cost more than midterms.

So, why is political advertising so much more in the 2022 midterms, and where are candidates, fundraisers, and advocacy groups choosing to spend their ad dollars?

Why Is Ad Spend Higher This Midterm Election Cycle?

From sports to award shows, in most contests, the value of the prize sets the standard for the competition. A Super Bowl title means more than a regular season win, and most would argue an Oscar holds more weight than a Golden Globe.

This historical increase in ad spend for the 2022 midterms is partially because the prize is so great.

Majorities in both the Senate and the House are at stake. 2006 was the last time both chambers of Congress flipped party control in the same year.

While the seats may be highly competitive this year, the accessibility of online fundraising tools also has led to a sharp increase in political advertising competition. As of September 2022, $5b worth of ads have already aired across the country or are scheduled to air by Election Day—already more than what was spent during the 2018 midterms.

Aside from congressional races, there are also 36 gubernatorial elections—compared to 14 during the 2019-2020 election cycle—on the 2022 ballot, many of which are in battleground states like Michigan, Arizona, Wisconsin, and Pennsylvania.

But why are fundraisers, and their media buying teams, spending so much more on this round of gubernatorial races than in years before? Put simply—Republicans and Democrats voters alike realize the power some local officials hold in deciding Presidential elections. In addition, the rise in self-funded candidates willing to pour millions of their own dollars into their campaigns has helped create this historic level of spending.

For a greater understanding of this historic midterm election, here is AdImpact’s projected breakdown of where this money is going:

  • $2.43b for governor’s races
  • $2.37b for Senate races
  • $1.88b for House races
  • $2.99b for races further down the ballot (Secretary of State, local offices, etc.)

The amount of dollars spent isn’t the only thing that has changed this election cycle. New technology in advertising is also influencing where candidates choose to spend their dollars.

With more technological opportunities to reach targeted voters than ever, campaigns are leveraging different media channels to spread their message. When buying media for multiple platforms, political candidates and fundraisers have more capability to reach voters where and when it matters most.

Where Are Campaigns Spending Their Advertising Budget This Election Cycle?

Evolutions in media have constantly reshaped how people think and interact with each other. From the invention of the printing press to the transition towards newspapers, the radio, TV, and now the Internet, how people receive information matters.

This election cycle marks another shift in how media is consumed.

OTT/CTV

Although programmatic advertising is nothing new, political advertisers have only recently begun to understand its incredible potential—especially in regard to connected TV and over-the-top video content.

Much like social media and Google advertising, this form of political advertising offers campaigns the ability to tailor their ads to specific audiences. According to The New York Times, users may be shown different political ads based on age, race, ethnicity, gender, party affiliation, voting records, shopping habits, views on gun control, and estimated home value.

The ability to tailor ads so specifically has led to campaigns investing large sums of money into this new form of advertising. In addition to tailoring ads to viewers, OTT/CTV has significant capabilities when reaching the right audience at the right time. By allowing advertisers to target, measure results, and retarget TV-viewing households, OTT/CTV helps politicians reach the viewers that traditional TV can’t.

2022 is the first year that CTV ad spend tracking is widely available, and data shows that this channel is a hit with political advertisers. In 2022, political advertisers increased spending on CTV devices by 1500% in the first half of the year. When creative best practices are followed, OTT/CTV advertising can be an especially effective tool for any political marketing campaign.

Researchers project that campaigns will spend $1.44b on OTT/CTV advertising this campaign cycle.

Broadcast TV

Despite an OTT/CTV revolution being upon us, local broadcast TV does remain important regarding political ad spending. Because local broadcasters are not allowed to turn down a candidate’s ad based on its content, campaigns are given more flexibility with the ads created. Political strategists still trust cable to give them a significant return on investment, even with a sharp decline in ratings.

Although local broadcast TV is still taking up most of this year’s ad spending budget—with campaigns spending a whopping $4.98b on ads—streaming with digital platforms is in high pursuit, revolutionizing the modern political advertising landscape.

Cable TV/Satellite

Television advertisements still show proven results. It’s estimated that campaigns will spend $1.54b on cable TV and satellite ads this election cycle. Reports indicate that winning campaigns air their ads across 18 different channels; compare this with losing campaigns airing their ads across only 11 channels, and you can understand why this traditional form of political advertising still carries so much weight.

Delivering their ads across as many channels as possible allows politicians to get their message to a broader and more diverse audience. Additionally, all signs show that cord-cutting is less prevalent than experts originally thought. 63% of Americans use both linear TV and streaming video platforms, reinforcing the importance of a cross-channel political campaign to ensure advertisers are not missing out on valuable audiences.

Digital Political Advertising (Google/Facebook/Other Digital Outlets)

In recent years, there has been much discussion about the effects of digital political advertising on voters—especially because the laws governing these platforms were once loose at best.

Public pressures have led companies like Meta (the parent company of Facebook) to create new rules around what content is and isn’t allowed on their platform. For example, Meta says they will disable new “political, electoral, and social issue ads” during the week before the November 8th elections. Meta will also no longer allow posts or ads to misrepresent details about the voting process.

These changes have not reduced the amount of money candidates are willing to spend on digital political advertising. In fact, campaigns are projected to spend $1.44b on digital ads this election cycle.

With all the dollars and channels available, online and off, the importance of ad campaign optimization for political advertising agencies has never been greater. And, with the compressed timelines of most campaigns, media buying agencies must be especially vigilant in their management.

Radio

While the times of radio being the number one source of information across the country may be gone, this old dog still has a few tricks. Radio can be an incredibly effective tool in down-the-ballot races because it’s affordable, and advertisers can easily target listeners. Because of this, radio still brings in a share of political ad spending, especially as it moves digital. With similar targeting capabilities as CTV, digital radio is an excellent way to reach the right audience at any time, in-home or on the go.

AdImpact projects campaigns will spend $0.27b on radio ads this election cycle. ​

Political Advertising Agency FAQ

Who regulates the use of political advertising?

The Federal Communications Commission (FCC) regulates all political advertisements on behalf of the federal government. From billboards to television advertisements and everything in between, the FCC ensures political content is fully regulated.

What are the effects of political advertising on voters?

Research conducted by Ken Goldstein of the University of Wisconsin-Madison and Paul Freedman of the University of Virginia shows that both positive and negative ads can stimulate voter turnout.

Digital Remedy Is Your Ad Campaign Optimization Partner

As commercial advertising continues to adapt to a changing technological landscape, campaign managers need an online platform that can help them build effective campaigns that garner votes for their preferred political candidates.

Flip, our award-winning performance CTV platform, drives action, not just views. Flip provides access to every major streamer, tracks any down-funnel KPIs, and optimizes CTV campaigns in real time toward ROAS or CPA goals. Our platform offers media buying solutions that deliver real-world results.

Speak with a member of our team to learn how our intelligent media management and activation products can optimize your next campaign.

Mike Seiman

Mike Seiman, CEO & Chairman, is the founder of Digital Remedy, a digital media solutions company leading the tech enabled marketing space he co-founded while still a college student at Hofstra University in the early 2000s. The company has grown quickly and is now a major player within the crowded digital advertising landscape. The rapid growth of Digital Remedy, formerly CPXi led to its inclusion on Inc. Magazine’s list of fastest growing privately held advertising/marketing companies in 2008, 2009, 2010 and 2014. Mike was selected as a semi-finalist in Ernst & Young’s Entrepreneur of the Year initiative in 2010 and 2013 and as a finalist in 2009 and 2014. In his free time, Mike serves on the Board of Trustees of his alma mater, Hofstra University. He also focuses on numerous philanthropic initiatives including sitting on the boards of the H.E.S. (Hebrew Educational Society non-profit community center) and Children International, where he spearheaded the development of community centers in both Guayaquil, Ecuador in 2010 and Barranquilla, Colombia in 2014.

David Zapletal

Before graduating in 2005 with degrees in Retail and Consumer Science (with an emphasis in eCommerce) and a Minor in Public Business Administration at the University of Arizona, David Zapletal had already successfully grown a start up ad network from serving an initial 1 million impressions per day to over 10 million impressions per day. It was his deep understanding of internet advertising during the industry’s beginning stages that led him to another start up at the time, CPXi. More than 8 years that have passed and Zapletal currently serves as Chief Operating Officer for Digital Remedy. In that role he continues to help grow and implement optimization tactics across various ad serving platforms, oversee daily operations of the account management and trafficking groups and maximizes ROI for Direct Response advertisers as well as for Publishers. Outside of Digital Remedy, Zapletal commits his efforts to an organization called Camp Dream Street, a camping program for children with disabilities, where he serves on the Board of Directors.

Jeff Reitzen

Jeff has worked in multiple facets of the online industry, from sales to operations as well as consumer engagement, content analytics and most recently in data optimization. His career began as a wedding, bar mitzvah, and Sweet 16 DJ where he learned the delicate balance of crowd energy management. Quickly, this skill made him incredibly successful in managing online sales for Geico. He joined CPXi at its startup stage as employee number 4 and has been a key driver of continued growth. His unique knowledge of what converts in the digital ad space, the application of data, and how to optimize platforms for efficiency continues to be invaluable to Digital Remedy clients. Today, Jeff is responsible for innovating and optimizing all Digital Remedy offerings including platforms, systems, tools, and internal processes—ensuring the organization remains on the precipice of the marketplace.

Mike Juhas

Mike Juhas, has over 13+ years of experience in ad tech client services, working with brands, agencies, and publishers ranging from top 10 advertisers to small regional organizations, to rep firms, holding companies and independent shops. An integral member of the Digital Remedy team, Juhas leads all client relationships, including facilitating onboarding and integration, establishing relationship protocols, overseeing Quarterly Business Reviews and status meetings, navigating financial coordination, and overseeing 24/7 team support. His specialties include consultative services, planning strategy, and account management disciplines. Juhas lives in New Canaan, CT with his wife and two daughters, and their dog, Perry–the unofficial company mascot.

TJ Sullivan

TJ Sullivan has over 20 years of media sales and leadership experience. His knowledge of the digital media landscape, ability to develop strategic solutions that solve brand challenges, and talent for motivating sales teams, have made him a vital member of several media and ad tech organizations. Before joining Digital Remedy, Sullivan was VP, Connections at iHeart Media, a cross-divisional group that enabled national advertisers to seamlessly work with multiple iHeart business units; CRO of Reelcontent, a video distribution company for brands; SVP of sales at AdoTube, a video ad network; and was Co-Founder and SVP of video measurement company, OpenSlate—for which he is still an advisor.

Sullivan had served as the President of 212, New York’s Interactive Advertising Club, and currently advises many early stage start-ups in the programmatic and video space. Notably, RUN (sold to Publicis in 2014), Futures Media, Transmit.Live, and Kubient.

Outside of his work in the media industry, Sullivan sits on the Board of St. Elizabeth School in Wyckoff, New Jersey and the Advancement Committee of St. Peter’s Prep in Jersey City, New Jersey. He resides in New Jersey with his wife and four children.

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It also means that we can execute omni-channel ad ops for better prices than an internal team, while ensuring the quality is up to industry standards. On top of access to all sorts of specific audiences we’re able to to leverage first- and third-party data across all your campaigns and pivot across platforms based on results. Any campaign, any budget, any platform, any audience. Digital Remedy backed by AdReady is restriction free ad ops….and what could be better than that?

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Jessica Cortapasso

With more than a decade of experience in human capital management, Jessica Cortapasso serves as SVP, People at Digital Remedy. After graduating from Muhlenberg College, she quickly recognized her passion for people and entered the workforce in Human Resources where she gained expertise in employee relations, designing strategic benefit plans, and the development, implementation, and curation of corporate engagement initiatives for big-name brands and small companies alike. Becoming a member of the Digital Remedy family in 2013 while simultaneously acquiring her Masters Degree in Human Resources Management and Development from New York University, Jessica has steered company culture through significant events ranging from acquisitions and a rebranding, to the development and application of our Core Values that shape our daily business practices. Cortapasso resides in Brooklyn, plays competitive volleyball, and loves spending time with her nieces.

Erez Feld

Responsible for the financial and legal practices of Digital Remedy, Erez brings 22 years of experience in precision financial analysis, growth management practices, strategic acquisition, and investment leadership. A graduate of Hofstra University, Erez began his career modeling for corporate finance, and expanded his accounting prowess in the real estate sector. Erez joined Digital Remedy in 2008 as a senior accountant, and helped to create and build an accounting department that could support the rapid growth of the company and aligned with those needs. Over the past 12 years he has evolved through various positions at the company within the finance discipline, supervising and mentoring additional finance personnel, while growing under the tutelage of Michael Fleischman, former CFO of Digital Remedy. Today, he leads the Finance Department by supporting high-level projects such as acquisitions and restructuring, and is responsible for overseeing all financial assets, establishing financial procedures, controls, and reporting systems.

Michael Fleischman

After a successful career as an accomplished Fortune 500 financial professional leading Corporate Finance and Strategic Planning at Cablevision Systems Corporation and its programming subsidiary Rainbow Media Holdings, Michael currently plays a role in the overall management of Digital Remedy including direct responsibility for all financial-related activities including accounting, financial planning, M&A, legal, insurance, real estate and banking relationships. Michael brings more than 25 years of media experience at Cablevision and Rainbow Media and during his career was instrumental in the launching and managing of a number of cable television networks including 10 Regional Sports Networks across the US, American Movie Classics, Bravo, and the Independent film channel as well as the structuring of corporate partnerships with companies including Liberty Media, NBC, Fox/NewsCorp and MGM. Additionally, he was the finance lead on a number of professional sports team acquisitions including Madison Square Garden, the successful IPO of Cablevision and a tracking stock at Rainbow Media.Michael was involved in the creation and launch of Rainbow Advertising Sales which was one of the Cable Industry’s first Local Advertising Sales Divisions.

Tony Pascal

With over two decades of experience in the design, product, and technology space, Tony joined Digital Remedy as a graphic designer in 2007. His responsibilities quickly expanded, landing him in leadership roles across multiple disciplines including creative direction, analytics, monetization optimization, and management of platform development. He continued to grow with the organization over the last fourteen years, overseeing all design, development, and execution of Digital Remedy products and platforms. In his current role as SVP, Product & Technology, Tony leads product and technology development for the company and acts as the go-to liaison across teams, ensuring alignment on all aspects of internal and client-facing technology initiatives.

Prior to Digital Remedy, Tony built and ran his own direct response company from 2002-2007 after graduating from New York Institute of Technology, where he learned the fundamentals of digital advertising and optimization strategies that still remain relevant today.

In a previous life, Tony was a ski instructor and still remains an avid skier today. When he is not leading product development, he can be found working on old cars, rock climbing and hitting the slopes.

Gayle Meyers

Gayle Meyers is an entrepreneur, venture partner, investor, and operating resource in the digital media and marketing industry, with over two decades of executive leadership experience. After launching a management consulting firm, Growthing which is focused on optimizing growth strategies for executive leaders and their organizations, Meyers has frequently been tapped for high-profile consulting and advisory positions to help marketing technology companies enhance their in-market presence.

“Gayle is widely recognized as a leading strategist with years of expertise in the ad tech space,” said Mike Seiman, Chairman and CEO of Digital Remedy. “Her career in discovering and integrating game-changing technologies in the marketing industry will serve as an invaluable resource as we continue to enhance our product suite in the months ahead.”

With expertise spanning multiple disciplines, Meyers frequently serves as a keynote speaker at industry conferences for companies such as Google, Verizon, Omnicom, LiveRamp, LinkedIn, Twitter, and Oracle. A list of her notable past clients who have benefitted from her unique insights to increase shareholder value includes Tinuiti (acquired by New Mountain Capital), Adometry (acquired by Google), MediaForge (acquired by Rakuten), Integral Ad Science (acquired by Vista Equity Partners), and Tapad (acquired by Telenor).

Matt Sotebeer

With 14+ years of experience in ad tech and emerging technologies, Matt Sotebeer brings an uniquely innovative approach in his role as Chief Strategy Officer at Digital Remedy. As CSO, Matt focuses on the intersection between the product, product marketing, tech, data, and sales teams, while fostering productive cross-functional company-wide relationships to inform and influence sales, educate clients, and optimize company performance.

Matt has an extensive knowledge in the integration of data science, creative, and media solutions to drive sustainable growth for companies, with a focus on designing customized, scalable solutions leveraging machine learning alongside human intelligence. Throughout the tenure of his career, he has successfully managed global teams aligned to common goals, encouraged collaborative problem solving, and supported talent growth for entrepreneurial companies including MiQ, Rocket Fuel, and Audience Science.

Jeremy Haft

A proven strategic, revenue, and team leader with over 20 years of experience managing and scaling revenue in the competitive ad tech landscape, Jeremy serves as Chief Revenue Officer at Digital Remedy.

Before joining the team in October 2022, he served as CRO at Channel Factory, where he reorganized the revenue team for sustainable growth and increased the sales team by 3x to drive predictable and more accountable revenue. Prior to that, he served in a decade of leadership positions. Most notably, as SVP of Sales at Amobee and as VP of North America Sales at Viant/Adelphic. At both organizations, Jeremy successfully built and scaled platform and business solutions from their infancy to achieve the desired corporate goals.

Jeremy graduated from The University of Vermont and currently resides in New Jersey with his wife and two children. In his spare time, he enjoys traveling to tropical locations, dining out, cooking feasts with friends, and any new fitness trend he can get his hands on.

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