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Owners of local stations are still celebrating the boost from a midterm election cycle in which campaigns spent an estimated $3.1 billion on broadcast TV ads, $1 billion more than in 2014, according to Kantar CMAG.
Three major TV station groups, Tribune, Tegna, and E.W Scripps, witnessed sharply higher political advertising in the fourth quarter, which replaced the regular core-advertising schedule.
According to the latest Voter Funnel study, 66% of respondents said that TV motivated them to get out and vote. Voters also credited TV for driving them to online media for additional information.
While 2018 did not answer everything, one trend is clear: pundits who predicted that local broadcast television advertising would lose its importance were wrong — very wrong.
The official numbers are in, and according to WPP competitive ad tracking units Kantar Media and its CMAG political media specialty division, the 2018 campaign ad spending set new bars for both broadcast TV and digital media.
More than $3 billion — a record for any election cycle — was spent on local broadcast TV spots according to Kantar/CMAG. “There is no doubt that local broadcast TV delivers for political campaigns,” said Steve Lanzano, President & CEO, TVB.
With Democrats securing a majority of seats in the House of Representatives, key committees controlling media law and policy — Energy and Commerce and its Communications and Technology Subcommittee — will get new leadership that may be less friendly to broadcasting interests than the outgoing Republicans.

TVB Resources

Nielsen’s Q3 2018 Total Audience Report confirms Americans’ significant and consistent preference for television over all other media.

The Voter Funnel Study set out to determine the impact of different media used in the 2018 political races and ballot initiatives.

TVB’s guide to the 2019 & 2020 senatorial, congressional and gubernatorial races.

We Get Voters: Nevada: Las Vegas panel discussion with state and national experts on the 2018 election and using advertising media to effectively reach voters in Nevada.

TVB’s on-air political advocacy campaign communicates the benefits of political advertising on local broadcast television.

Bloomberg News Video: Jordan Wertlieb, president at Hearst Television, discusses the importance of political advertising to local television stations.

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