Political advertising is growing and evolving. Campaigns and interest groups will spend more than ever to promote candidates and causes across media networks. This year, these advertisers will continue to devote the majority of their budgets to linear TV, but they will also capitalize on the refined targeting capabilities of connected TV (CTV) and social media as they increase their investments in these Site (s. In an increasingly polarized electorate, political advertisers are also focusing on the potential pitfalls of misinformation and reputational risks.
Key question: How much will be spent on political ads in the United States in 2024, and how is the media mix changing compared to previous election cycles?
