Spending on political advertising in the US is expected to increase by 30% this year compared to the last presidential election in 2020. This surge is primarily driven by higher spending on digital platforms, which have become increasingly popular for political campaigns. The research also estimates that the total spending on political advertising in the US will reach$12.3 billion this year.

One of the reasons for the larger advertising budgets of political candidates is the increased donations from polarized voters and the availability of fundraising platforms that make it easier to donate to multiple campaigns. These factors have allowed candidates to allocate more funds toward their advertising efforts.

Despite the rise in digital platforms, traditional television ads will continue to have a significant presence in political advertising, accounting for most of the estimated$12.3 billion spending. Broadcast TV remains favored in political advertising due to its ability to reach a broad audience.

Already, supporters of Republican candidates Ron DeSantis and Nikki Haley have aired attack ads targeting each other ahead of their debate in Iowa, showcasing the increased political advertising activity as the November 5th election approaches.

Why does it matter?

This growth in spending is aligned with the increasing polarisation of voters, the spread of misinformation, and the availability of digitally targeted advertising. As the election approaches, attack ads targeting candidates have started to air, indicating an intensification of political advertising efforts. With voters becoming more polarised, candidates receive higher donations, resulting in expanded advertising budgets. The increasing adoption of digital platforms, especially connected TV, demonstrates the evolving nature of political advertising. Candidates are recognising the importance of reaching audiences through digital channels, capitalising on their targeted reach and potentially cost-effective nature. This shift reflects audiences' changing media consumption habits, wherein digital platforms are increasingly influential in political campaigns.