Kantar Forecasts $6 Billion In Political Ad Spending For 2019-2020 Election Cycle -- Radio's Share? Just $400 Million

Small Piece Of The Pie For Radio

The 2019-2020 federal election cycle is forecasted to generate $6 billion in political advertising, according to a study by KANTAR. The report projects a significant increase in digital ad spending in 2020, with it receiving 20% of total political ad spend, or $1.2 billion. KANTAR’s estimates include spend only on ads sponsored by federal candidates or campaigns, and not by PACs.

The company says broadcast and cable television political ad spending will remain strong, with broadcast attracting $3.2 billion and cable attracting $1.2 billion. Radio ad spending is expected to total $400 million.

“Overall, an extended Democratic primary fight would likely be a short term, second quarter 2020 sugar high,” said GM/CMAG Service STEVE PASSWAITER. “In fact, a long primary and a Democratic convention fight would most likely reduce total campaign spending as it would reduce the amount of time the eventual Democratic nominee would have to raise and spend money for the general election.”

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