December 24, 2021

2022 will be a very important year politically. That is when the midterm elections take place and we will find out who will be controlling the House and the Senate. This is important in President Biden's ability or inability to get his programs and initiatives passed. More and more people are showing interest in politics or at least staying up to date on it. This then causes a rise in TV viewership during political years. Additionally, there will be a huge political advertising movement on both broadcast and cable television.

Expected Rise in Political Advertising

Political advertising is predicted to break more records next year, in terms of ad dollars, which have been a growing category. Kantar estimates the 2022 midterms will see $7.8 billion in media ad spend. Kantar estimates that local TV stations could expect $3.8 billion in political advertising in 2022, an increase from $3.1 billion in 2018.  With local pay TV (cable/satellite/telco) getting $1.4 billion ($1.2 billion in 2018); digital media (primarily Facebook and Google) at $1.2 billion ( $900 million in 2018); radio at $215 million, and OTT/CTV at$1.2 billion.

Expected Rise in Cable News Ratings

Expect numbers to climb for national TV news networks and local TV news programs in 2022.  Both sides, liberal and conservative media, have been promoting key news moments for their version of voting rights, social program spending and immigration. Already, we are seeing political ads running.

MSNBC recently ran TV commercials supporting the Biden Administration’s proposed “Build Back Better” bill -- a nearly $2 trillion proposed social spending bill. There are also political ads promoting the need for national voting rights legislation. Other political messaging is aimed at stopping antitrust bills that “can hurt our most innovative companies.”

Yes, 2022 will definitely be an interesting year politically. Sit back and enjoy the barrage of political ads from your favorite networks.

Carolina Macedo, the author, is Project Coordinator of Marketing Keys.

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December 24, 2021

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