More Than $3 Billion Spent on Local Broadcast Television Advertising During 2018 Midterms
November 7, 2018
This election cycle demonstrates that when it comes to political advertising, campaigns look for what influences voters most. Kantar Media/CMAG General Manager Steve Passwaiter noted, “The numbers speak for themselves. TV remains at the forefront of ad choices for political decision makers.”
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.
Read the full BROADCASTING AND CABLE article, here.
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