The news: The 2026 midterm elections are only seven weeks away, and spending is trending sharply upward, driving higher ad costs and competition for non-political advertisers.

Amid what was already forecast to be the most expensive midterm cycle in US history, super PACs have committed $390 million in post-Labor Day Senate campaign ad spending, per data provided by AdImpact. As of September 11, political groups have spent more than $1.7 billion on Senate races across linear TV, streaming, and social.

We forecast $11.07 in US political ad spending this year, up 21.4% from the last midterm cycle and only slightly below the most recent presidential election.

Why it matters: Political groups are pouring money into TV and video, one of the most expensive and effective ad categories.

That means non-political advertisers face a fall season with higher premium inventory prices and a more crowded ad environment.

• US political ad spend will make up 2.7% of US total media spend this year, per our forecast.