Advertising spending for the 2026 elections is expected to reach a record level: AdImpact

The 2026 midterm election cycle could surpass the 2024 presidential cycle to reach record ad spending for any U.S. election, according to a new report from ad intelligence firm AdImpact.

This year’s races are expected to reach $11.6 billion in ad spending, making them the most expensive cycle on record and surpassing the $11.2 billion spent on ads for the 2024 election between incumbent President Donald Trump and former Vice President Kamala Harris, according to AdImpact estimates. The new forecast represents an increase of $795 million over the previous forecast submitted last year.

The midterm session is expected to be more intense than previous sessions, with Republicans controlling both chambers of Congress. The 2022 midterm cycle attracted $8.9 billion in ad spending, according to AdImpact. If projections hold, 2026 ad spending will be 30% higher than the last midterm elections.

“From record races and rising party committee war chests to a competitive landscape that continues to expand, all indicators point to 2026 being the most expensive political advertising cycle in history,” the report said.

AdImpact said it expects to spend $5.6 billion on broadcast, $1.4 billion on cable, $2.6 billion on connected TV, and $1.68 billion on digital streaming.

Advertising remains a key driver of revenue for media companies, with sports, live events and news attracting the most spending. Elections, especially those that are hotly contested or in hotly contested states, often bring in some of the highest advertising revenues for local broadcast station owners across the country.

Broadcast television remains one of the biggest forces in political advertising, according to the report, accounting for nearly half of all cycle spending and led almost entirely by state races.

States with the largest spending overall include California, Texas, Michigan and Ohio. Michigan, Ohio and Texas all have competitive Senate races, while California has an expensive governor’s race.

AdImpact estimated that as of June 1, political ad spending had reached $4 billion, a 46% increase from the same point in the 2024 presidential election cycle.

“Much of this rise was driven by a concentrated group of high-profile, high-dollar contests that were achieved earlier in the cycle than is typical,” the report stated.

Politicians are also relying more on digital spending via platforms such as Facebook, Google, Snapchat and X, are expected to spend $1.6 billion in this category during the cycle, according to AdImpact.

Within election categories, the Senate saw a notable increase in expected political spending, and is expected to attract nearly $3.4 billion, with one of the most expensive races being the Texas Senate primary, the report said. Republicans hold 53 seats in the US Senate, compared to 45 seats for Democrats. The two independents in the Senate are grouped with the Democrats.

In gubernatorial races, three of the four most expensive contests ever recorded in 2026 will be held in California, New Jersey and Georgia, according to AdImpact.

Ballot spending is expected to reach record levels this year, surpassing 2022’s record of $3.2 billion.

The most expensive period of the midterm election cycle is yet to come, according to AdImpact. The highest spending is between August and November, accounting for between 58% and 67% of total political ad spending for the cycle, and October itself represents between 28% and 36% of spending as the country approaches Election Day.