Midterms meet AI

Political ad spend is about to flood the market, and AI is changing how those ads get made. This week, we break down what that means for your media plan and what political creative can teach every marketer.

—Elena

Political advertisers will spend $11.07 billion this cycle.

eMarketer projects a 21.4% jump over the last midterm, nearly matching the $11.65 billion spent in 2024. Political CTV spend alone is climbing to $2.7 billion, up 194% from 2022.

 

Election season is loud. Stay flexible.

 

Will record political spend push prices up?

Almost certainly. Expect higher prices and tighter access to prime placements. Political campaigns get preference, and regular ads may get bumped as election day nears.

Should brands skip TV this fall?

We don’t recommend bowing out. Plenty of inventory is out there, and political dollars don’t hit it evenly. Build backup plans for moving budget between channels.

What does AI change about political creative?

Speed and cost. Per Campaigns & Elections, production that took weeks now takes hours, and entry-level spots run in the hundreds of dollars. A campaign that once built two or three hero spots can now generate dozens of variations.

Why does TV still take most political dollars?

Emotion and credibility. TV plays on emotion better than any other channel, and political persuasion leans on feeling more than logic. TV also builds credibility, and no one needs that more than a candidate. Broadcast alone claims $5.6 billion, just over half of every political dollar.

 

Listen in on our discussion.

 

“The 2026 Midterms Are Where AI Meets the TV Ad”

Production that took weeks now takes hours, and races once priced out of TV can suddenly sustain a streaming presence. It’s a preview of the creative testing problem every advertiser will face next.

Read the article.

 

Plans fail. Planning doesn’t.

“Plans are worthless, but planning is everything.”

— Dwight D. Eisenhower, 34th US president

This newsletter comes from the hosts of The Marketing Architects, a research-first show answering your biggest marketing questions. Find us on Apple Podcasts or wherever you listen to podcasts.