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MAGNA’s Mike Leszega, Brad Thompson, and Vincent Létang look at past trends in U.S. political advertising and the outlook for the 2022 election cycle, which includes fundraising, competitiveness of races, and forecasts for political spending across all media types. Among the key findings: MAGNA expects incremental political ad sales by media vendors to grow by +63% over the previous mid-terms, which translates to more than $7.3 billion of incremental political spend. Local TV is still the dominant channel for political spending and accounts for two thirds of all spend, while digital formats (social, video, search) will grow 150-300% vs 2018.
