Broadcast TV Is the Clear Winner of the 2020 Election

This will be a record year for political ad spend

While other ad categories have suffered as the country navigates the Covid-19 pandemic, one area is expected to grow even more than what was projected: TV political advertising.

In all, total ad spend nationally will near $14 billion, according to a recent S&P Analysis of dollars spent this election cycle, with TV stations absorbing a significant portion. In June 2019, Kantar predicted this election would attract $6 billion across mediums in political ad dollars.

The record-breaking political ad spend was fueled by the contentious presidential race between President Donald Trump and former Vice President Joe Biden, according to the analysis, but also got a boost from high-profile House and Senate campaigns.

“Record fundraising means record advertising,” said Steve Passwaiter, vice president and general manager of Kantar’s Campaign Media Analysis Group.

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