Political advertising will continue to affect the paid media marketplace, and brands should be prepared for another highly competitive environment as the 2026 midterm election cycle accelerates.

The 2024 election cycle became the most expensive in U.S. history, with political advertising spending surpassing $11 billion nationwide. While Presidential election years typically generate the largest overall spend, midterm elections still bring substantial advertising activity, particularly in battleground states and competitive congressional, gubernatorial, and ballot initiative races.

Markets such as Phoenix, Philadelphia, Atlanta, Las Vegas, Milwaukee, Detroit, and Raleigh are expected to remain among the most heavily impacted by political advertising due to their importance in statewide and federal elections. Political advertisers are also beginning campaigns earlier than ever, extending the period of market disruption well beyond the traditional September–November election window.

At the same time, media consumption habits continue to evolve. While Broadcast Television remains a critical component of political advertising strategies, campaigns are increasingly investing in other media channels that allow for highly targeted voter outreach. As a result, political advertising now affects a much broader range of media outlets than ever before.

WHAT MEDIA OUTLETS WILL BE AFFECTED?

Political advertising has historically been concentrated in Television and remains a major driver of demand. However, the modern political media mix is significantly more diversified.

Today, campaigns are investing heavily across:

• Broadcast Television
• Cable Television
• Connected TV
• Streaming Video
• Digital Video
• Social Media
• Search Advertising
• Audio Streaming and Podcasts
• Radio
• Direct Mail
• Out-of-Home

Streaming and Connected TV have become particularly attractive because they combine television-like viewing experiences with digital targeting capabilities. Political advertisers can now reach voters based on demographics, geography, interests, and even voting behavior models.

Radio continues to attract political spending, particularly on News/Talk formats, Sports programming, and stations serving rural communities. Podcasts and streaming audio platforms are also seeing increased investment due to their ability to reach highly engaged audiences.

Digital Out-of-Home inventory, including digital billboards and place-based media, is increasingly being incorporated into political media plans as campaigns seek additional reach and frequency.

In addition, many commercial advertisers displaced from Television begin redirecting budgets into Streaming, Radio, and Out-of-Home. This secondary demand can create inventory pressure even when political campaigns are not directly purchasing large amounts of those channels. In other words, Television often serves as the starting point for a broader marketplace squeeze that impacts multiple forms of media.

In short, virtually every advertising channel is now impacted by election spending to some degree.

WHAT DOES THIS MEAN FOR YOUR BUSINESS?

It all comes down to supply and demand.

Political advertisers often enter the marketplace with large budgets, aggressive timelines, and legal protections that can make inventory difficult to secure for commercial advertisers.

Political advertising creates more than just direct competition for Television inventory. As campaigns flood Broadcast and Cable Television with spending, commercial advertisers are often forced to shift budgets into alternative channels such as Streaming Video, Connected TV, Radio, Audio Streaming, Digital Video, and Out-of-Home.

This migration creates a ripple effect throughout the media marketplace. Demand increases not only for Television inventory, but also for the channels advertisers use as substitutes when Television becomes unavailable or too expensive. As a result, inventory constraints and rate increases can extend well beyond Television and affect multiple media channels simultaneously.

In highly contested markets, advertisers may find that premium Streaming inventory, popular Radio programming, and high-visibility Out-of-Home locations become more difficult to secure as election activity intensifies.

For businesses, this means it is more important than ever to plan early and remain flexible.

Work closely with your agency or media partners to anticipate inventory challenges and develop contingency plans before election activity peaks.

If your Television schedule is disrupted or inventory becomes prohibitively expensive, consider alternative tactics such as:

• Leveraging broadcasters’ digital and streaming assets to reach similar audiences
• Converting portions of Television or Radio budgets into Connected TV or Streaming Audio
• Increasing investment in Search and Paid Social to maintain audience reach
• Testing new media combinations such as Radio + Outdoor or CTV + Paid Social
• Utilizing first-party customer data for targeted digital campaigns
• Partnering with complementary brands to expand audience reach through shared marketing initiatives

Election cycles can create challenges, but they also create opportunities for advertisers willing to adapt.

HOW TO PROTECT YOUR MEDIA PLAN DURING ELECTION SEASON

If your brand prefers to avoid political environments altogether, consider channels where political advertising is limited or unavailable.

These may include:

• Public Television
• Certain streaming platforms
• Sponsorship-based media opportunities
• Direct-to-consumer channels such as email and SMS (text) marketing
• Owned media properties including websites, blogs, and customer communities

These channels often experience less pricing volatility and fewer inventory disruptions during election periods.

For brands that rely heavily on Television, maintaining a presence remains possible with proper planning.

Strategies may include:

• Securing inventory earlier than usual
• Paying premium rates for guaranteed placements
• Incorporating shorter ad units
• Purchasing sponsorships tied to specific programming
• Expanding into non-news programming environments
• Utilizing dayparts with lower political demand
• Integrating Broadcast, Cable, and Streaming inventory into a unified strategy

The key is recognizing that flexibility often becomes more valuable than perfection during election season.

SHOULD YOU PAUSE ADVERTISING DURING ELECTION SEASON?

Not necessarily.

Many advertisers assume they should reduce spending during election periods, but increased media consumption often creates valuable opportunities.

Before reducing or pausing your advertising, consider:

• The role awareness advertising plays in your sales funnel
• Historical performance during prior election cycles
• The impact of reduced brand visibility on long-term growth
• Increased audience engagement with news and media content
• Whether alternative channels can realistically replace lost reach

For some brands, maintaining visibility during a crowded media environment can provide a competitive advantage when competitors pull back.

For others, shifting budgets into less impacted channels may be the smarter approach.

The answer depends on your objectives, audience, and tolerance for marketplace volatility.

WHY YOU MUST PIVOT DURING AN ELECTION YEAR

Running the same advertising plan implemented in a non-election year can be risky.

Political spending fundamentally changes the marketplace by increasing competition, raising costs, reducing inventory availability, and creating uncertainty around campaign delivery. The impact often begins with Television, where political advertisers command significant inventory, but it rarely stops there. As brands seek alternative ways to maintain reach and frequency, additional demand flows into Streaming, Connected TV, Radio, Audio, Digital Video, and Out-of-Home, creating broader marketplace pressure across multiple channels.

To remain effective, advertisers may need to:

• Increase budgets to achieve the same communication goals
• Expand beyond traditional media channels
• Be more flexible with placements and scheduling
• Test emerging tactics and platforms
• Spend more time monitoring and optimizing campaigns
• Develop contingency plans for inventory disruptions

Brands that adapt quickly typically outperform those that attempt to force a business-as-usual approach during election periods.

TOP FIVE TAKEAWAYS

Here are our five key recommendations for maximizing your advertising investment during an election cycle:

1. High political spending does not mean you should stop advertising.

Many brands continue to achieve strong results during election periods by adapting their strategies rather than retreating from the marketplace.

2. Communicate early and often with your agency and media partners.

Develop contingency plans and alternative inventory options before political demand reaches its peak.

3. Be flexible and willing to test new channels.

Political demand often starts in Television but can quickly affect Streaming, Radio, and Out-of-Home inventory as advertisers shift budgets. Election years frequently create opportunities to discover media tactics that can improve performance long after the election ends.

4. Stay informed and adapt quickly.

Political advertising is dynamic. Market conditions, inventory availability, and pricing can change rapidly.

5. Plan earlier than you think you need to.

The brands that secure inventory, negotiate rates, and develop backup strategies well in advance are typically the best positioned for success when political spending intensifies.

Election cycles create challenges for advertisers, but they also create opportunities. With thoughtful planning, strategic flexibility, and a willingness to explore new media options, brands can continue to reach their audiences and achieve their goals—even during the most competitive political advertising environments.

And if you need help, reach out to the team at Catalyst Media Design at 480-471-8390 or info@catalystmediadesign.com.