Political Ad Spend Grows, But at Slower Pace Than Before: Brian Wieser Beet.TV [Video]

In an election year that is seeing two former presidents vying for the White House again, political advertising is still massive – but not growing at quite the same pace as before.

Political polarization in American society is limiting the number of persuadable voters. And, although fundraising has grown, it is not expanding at the rate it was during the first two decades of the century.

“This year we forecast about $15 billion of total political advertising spending in the US out of all media,” says Brian Wieser, Principal at Madison + Wall, in this video interview with Beet.TV. “That’s around 5% of the industry’s total, but it’s only up from about $14 billion in 2020.”

Wieser says the mix of political ad spending, between TV and digital, depends on the profile of candidates.

“Older candidates tended to skew a lot of their spending towards television,” he says. “Younger candidates …