February 1, 2020

Digital vs. TV Share of US Total Political Ad Spending, 2016-2020 (% of total political ad spending)


This chart includes eMarketer's estimates of the share of US political ad spending in digital media vs. on TV between 2016 and 2020.


Digital ad includes banner ads and other (static display and ads such as Facebook's News Feed Ads and Twitter's Promoted Tweets), classified ads, email (embedded ads only), mobile messaging (SMS, MMS and P2P messaging), rich media (including instream and outstream video ads), search ads (including ... contextual text links, paid inclusion, paid listings and SEO), sponsorships, lead generation (referrals).More


Estimates are based on the analysis of various elements related to the ad spending market, including macro-level economic conditions; historical trends of the advertising market; historical trends of each medium in relation to other media; reported revenues from major ad publishers; estimates from other research firms; data from benchmark sources; consumer media consumption trends; consumer device usage trends; and eMarketer interviews with executives at ad agencies, brands, media publishers and other industry leaders.