US political ad spending will hit new highs amid the 2024 presidential election, with connected TV (CTV) driving the biggest gains. Despite the digital shift, traditional TV—long a mainstay of political advertising—will hold its own.
Report
| Feb 23, 2024
With its shift to digital, political advertising is increasingly programmatic. US digital political ad spend will grow by 156.3% this year over 2020, the last presidential election year. That growth outpaces the 28.7% growth overall US political ad spend will see, as noted in our US Political Ad Spending Forecast 2024 report.
Article
| Jun 3, 2024
Forecasts
| Dec 7, 2023
Source: EMARKETER Forecast
Forecasts
| Dec 7, 2023
Source: EMARKETER Forecast
Political ad spend will hit $12.32 billion this year, according to our December 2023 forecast. That’s nearly three times what it was in 2016.
Article
| Mar 25, 2024
US political ad spending will hit the 11-figure mark this year, and digital will make up a growing share of the pie.
Article
| Mar 5, 2024
It’s an election year in the US, one where we’ll see record-breaking political ad spend. While political advertising is often viewed as a separate game from other industries, the trends set by campaigns ripple into the rest of the marketing atmosphere. What will 2024’s version of Nixon and Kennedy navigating live TV or Obama embracing social media be, and what will be the impact on the ad industry at large? Here are five trends all advertisers should be watching.
Article
| Feb 20, 2024
Chart
| Mar 13, 2024
Source: BIA Advisory Services
The first $12 billion ad spend US presidential election is underway. That ad spend figure breaks 2020’s by more than $2 billion. Whether or not brands engage in political messaging, they will be impacted by the volume of ad inventory and how the election influences consumer sentiment.
Article
| Aug 21, 2024
Politics will buoy linear TV ad spending this year, but allocations will continue to shift toward streaming options that keep gaining ad-supported viewers.
Report
| May 10, 2024
39% of US creators have been approached to work on paid political content for either this election year, past election years, or both, according to June 2024 data by Censuswide and Billion Dollar Boy.
Article
| Sep 3, 2024
Circle back to the post-GLAD spending point for a second first, and then talk transit and political ad spending driving growth, US House and Senate out of home campaign spending in first half of this year's quadrupled from 2020 because the pandemic suppressed the out of home numbers. The political out-of-home spend is also up 70% from the midterms from 2022.
Audio
| Sep 3, 2024
Article
| Aug 9, 2024
Chart
| Jan 1, 2024
Source: Insider Intelligence | eMarketer
Chart
| Jan 1, 2024
Source: Insider Intelligence | eMarketer
Chart
| Jan 1, 2024
Source: Insider Intelligence | eMarketer
Worldwide ad spend will grow 9.0% this year, according to our March 2024 forecast. Its growth is primarily bolstered by digital ad spend, which will increase 12.2% YoY.
Article
| Jun 11, 2024
Paul, what channels or platforms do you think are going to be the big winners in political ad spend because of the Harris campaign? Paul Verna (16:08):. Definitely CTV is going to... I think a lot of spending is going to shift there.
Audio
| Aug 5, 2024
Releasing a deepfake measurement tool in 2024 represents a lucrative opportunity given the large spike in political ad spending, which will total approximately $12 billion this year. Though concerns about deepfakes have grown with the number of world elections taking place in 2024, the problem is likely to worsen in coming years as generative AI becomes more widely available.
Article
| Jun 5, 2024
Traditional search—which excludes retail media search—will claim the biggest share of US ad dollars this year, amounting to $90.73 billion, according to our March 2024 forecast.
Article
| Jun 14, 2024
All eyes have been on streaming at this year’s upfronts. Sports are moving to digital, new (and old) trends are emerging for ad buying and delivery, and political advertising has been surprisingly quiet. Here are four themes that stood out this upfronts season.
Article
| May 17, 2024
US ad spend will hit $389.49 billion this year, up 9.5% over 2023, per our March 2024 forecast. Major factors driving that growth include political ad spend, connected TV (CTV), and retail media. This year US political ad spend will reach $12.32 billion, up 28.7% over the previous presidential election year in 2020, per our December 2023 forecast.
Article
| May 6, 2024
On today's podcast episode, we discuss why regulators changed their mind on approving the Microsoft-Activision Blizzard deal, how the gaming industry will react, and what the deal means for advertisers. "In Other News," we talk about how much of political ad spending has gone digital and how Google is tightening the reins on bulk email senders. Tune in to the discussion with our analysts Daniel Konstantinovic and Gadjo Sevilla.
Audio
| Oct 19, 2023
Among US citizens ages 18 and older, 60% feel there should be political ad spending limits for groups not affiliated with political candidates. Only 16% think their spending should remain unlimited.
Article
| Oct 25, 2022
Chart
| Dec 1, 2023
Source: EMARKETER