There are 15 days before Election Day: It’s politics, so anything can happen.
But right now, this year’s midterm races are on track to be the nastiest and the most expensive. For media, that translates into a historic financial windfall, especially for TV stations. Political TV advertising could make up 10 percent of their annual revenue, and as much as 20 percent of fourth-quarter dollars, per TVB.
As of Oct. 10, spending on TV was nearly $400 million ahead of both 2006 and 2008, per Kantar Media’s Campaign Media Analysis Group. Who gets the dollars will be a moving target. “This is the time when everyone is trying to be right. In the final days, this is the chance they have to be the most disruptive,” said Evan Tracey, president, Kantar Media’s Campaign Media Analysis Group.