AdImpact predicts $10.8 billion will be spent on political ads during the 2026 cycle, a 21% increase on the $8.9 billion it tracked in 2022.
That includes $253 million in Wisconsin, which will see an open guv’s race, as well as at least one competitive congressional seat. That includes $113 million projected for Wisconsin’s gubernatorial race and $40.5 million for legislative and down-ballot campaigns with control of both houses of the state Legislature up for grabs.
Michigan is projected to see $936 million in spending with open seats for the U.S. Senate as well as the guv’s office. That’s just behind California at $1.1 billion.
The political ad tracking service released the report Tuesday with its predictions for the 2026 cycle. It predicted broadcast will still be the dominant medium for ads with 49% of spots appearing there.
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Meanwhile, it projects connected TV to increase to 23% of the spots that will run, while cable will drop to 10.5% from 12% in 2024 and digital will decrease to 13% from 15%.
