While final numbers are yet to be confirmed, Kantar reports that political campaigns, PACs and other entities spent at least $3.01 billion on local broadcast television ads. Key races included:

$115,537,020 spent in the Florida Senate race $63,452,900 spent in the Missouri Senate race $55,050,980 spent in the Nevada Senate race $47,927,190 spent in the Arizona Senate race $37,537,750 spent in the Tennessee Senate race

In 2018, campaigns needed to tap into intense voter interest, looking to increase turnout. In this environment, local broadcast television’s established presence provided an edge. Voters trust their local TV stations, with 80 percent of respondents to an American Conversation Study, commissioned by TVB and conducted by Engagement Labs, reporting that they trust local broadcast TV news and 75 percent stating that they trust news from local TV websites. In 2018’s hyper-charged environment, this trust matters.

It’s clear that television was the choice for political decision makers in 2018.

“Trust and influence drive the power of local broadcast TV advertising to deliver,” said TVB’s Steve Lanzano. “Candidates and campaigns turned to local television to reach voters. This year’s spending and results prove they were right.”

Read the full AP News article, here.

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