Key facts
- AdImpact projects U.S. midterm election advertising spending will reach a record $11.6 billion.
- This figure exceeds the $11.2 billion spent in the 2024 presidential cycle and $8.9 billion in the 2022 midterms.
- Spending is expected to be concentrated in competitive Senate and gubernatorial races.
- Ohio's projected ad spending increased by $309 million to $749 million.
- Texas projected spending rose by $288 million to $850 million.
- Maine's advertising outlays are expected to total $491 million, an increase of $185 million.
Political advertising spending for the upcoming U.S. midterm elections is projected to reach a record $11.6 billion, according to ad tracking firm AdImpact. This figure surpasses previous records set in the 2024 presidential cycle ($11.2 billion) and the 2022 midterms ($8.9 billion).
AdImpact's revised projection, released on Thursday, is higher than its September estimate of $10.8 billion. The surge in spending is attributed to highly competitive Senate and gubernatorial races in states such as Ohio, Texas, and Maine, which are expected to determine control of Congress.
In Ohio, spending is now forecast to reach $749 million, an increase of $309 million from the prior estimate. Texas saw a projected spending increase of $288 million, bringing its total to $850 million. Maine's advertising outlays are expected to reach $491 million, up by $185 million.
Republicans are defending narrow majorities in both the House of Representatives and the Senate, facing challenges amid high living costs and President Donald Trump's low approval ratings. Democrats are favored to retake the House but face tougher odds in the Senate.