TL/DR –
Spending on political advertisements for the 2025-2026 midterm elections is projected to reach a record $10.8 billion, according to AdImpact, surpassing the 2021-2022 record of $8.9 billion by over 20%. This prediction comes due to the highly competitive national environment, especially for control of Congress, and an anticipated surge in connected TV (CTV) ad spending, which is expected to reach $2.5 billion. Meanwhile, early spending for the midterm season has reached record levels, hitting about $900 million by August 26, 2025, which is 37% higher than in 2023 and 58% higher than in 2021.
Soaring Midterm Campaign Spending projected to set New Records
The upcoming 2025-2026 midterm season is predicted to witness record-breaking political advertising expenditure, anticipated to reach $10.8 billion, according to AdImpact. That number surpasses the previous historic high of $8.9 billion spent in the 2021-2022 midterm cycle by over 20%.
In this year’s battle for Congress control, Republicans aim to maintain their Senate and House majorities. Crucial races in battleground states like California, Michigan, Georgia, and North Carolina are expected to determine or flip these majorities.
Connected TV Category Driving Advertising Spend
The bulk of this spending surge is expected to be attributed to the Connected TV (CTV) category, covering streaming apps and services-connected televisions. AdImpact projects this spending to jump to $2.5 billion. Despite the decline of legacy cable TV, broadcast television is projected to hold the largest share of spending at 49%.
AdImpact’s SVP of Data, John Link, emphasized the role of CTV in election campaigns, stating that “CTV is now a core marketing strategy for 2026 campaigns, providing advertisers with a means to optimize both efficiency and overall reach.”
Online Advertising and Campaign Strategy Variation
AdImpact’s report also indicates variations in media forms based on election types. Lower-ticket campaigns are more likely to invest in cable and radio than larger races. Advertising for Senate races is projected to reach $2.8 billion, with House races expected to cross the $2 billion mark for the first time.
California is predicted to witness the highest spending, followed by Michigan, Georgia, and North Carolina – all hosting highly competitive races this cycle.
Early Election Campaign Spending Skyrockets
AdImpact also reported a surge in early campaign spending for the 2025-2026 midterm season, with the total already exceeding previous records by hitting roughly $900 million by Aug. 26. This figure represents a whopping 37% leap from the same point in 2023 and a 58% rise from 2021.
Local elections have also seen significant campaign fund inflows, with races like the NYC mayoral race between Democratic nominee Zohran Mamdani and former Governor Andrew Cuomo, bringing in millions and utilizing social media ads.
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