With Election Day nearly upon us, U.S. campaign ad spending levels continue to skyrocket. Here’s what you need to know right now:
• Total measured campaign ad spending for U.S. Senate, U.S. House, gubernatorial and other key races in the U.S. midterm elections has surged past $4.6 billion, according to the latest Ad Age Campaign Ad Scorecard analysis. Campaign Ad Scorecard is part of Ad Age’s Campaign Trail coverage, a project of Ad Age Datacenter, led by Director of Data Management Kevin Brown in partnership with Kantar/CMAG. (For more details, scroll down to see our in-depth charts.)
• That $4.6 billion total includes TV, radio and tracked digital advertising (from Dec. 28, 2021, through Election Day, as of Oct. 31, 2022).
• Republicans and Democrats have near-parity—$1.99 billion vs. $1.97 billion, respectively—in their ad-spending contributions to the $4.6 billion total. (Independents and issue-oriented advertising, such as ballot initiatives, account for another $650 million.) Republicans have been outspending Democrats on U.S. Senate races ($776 million vs. $718 million) and gubernatorial races ($571 million vs. $522 million). Democrats, meanwhile, have been outspending Republicans on U.S. House races ($586 million vs. $581 million).
• Total U.S. Senate race ad spending now sits at $1.5 billion.