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Traditional Media Political Ad Spending
Overall
by Media
by Device
by Channel
Source: EMARKETER Forecast, April 2026 - June 2026
Note: includes advertising related to federal, state, or local politics, including elections and lobbying activities; includes advertising directly related to legislative and regulatory issues; includes directories, magazines, newspapers, out-of-home, radio, and TV
Additional Note: Directory ad spending includes yellow pages and other. Magazine ad spending includes B2B, consumer, local, and Sunday. Newspaper ad spending includes classified, national, and retail. Out-of-home spending includes alternative, billboards, cinema, street furniture, and transit. EMARKETER benchmarks its US out-of-home ad spending projections against Outdoor Advertising Association of America (OAAA) data, for which the last full year measured was 2019. TV ad spending includes broadcast TV (network, syndication, and spot) and cable TV, and excludes digital.
Methodology: 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.