US mid-terms will boost Political advertising significantly, but won't replicate 2020: Kantar

New Ideas in MarketingEssential news for marketers, summarised by YouGov
August 27, 2021, 5:21 PM UTC

According to Kantar, The 2022 US mid-term political advertising is projected to have a "strong growth" and reach $7.8 billion in revenue.

Kantar forecasts that political advertising would strongly influence broadcast TV revenues in 2022. As a result, broadcast TV will climb to $3.8 billion, with cable TV and satellite reaching $1.4 billion, digital media reaching $1.2 billion, radio accounting for $215 million and OTT/CTV making up to $1.2 billion.

Kantar's Steve Passwaiter said, "We believe it will be challenging to replicate the momentum of a unique 2020 in 2022." But, the market research firm further added that this looks like a "strong growth", especially for linear TV – which is expected to rise nearly 30%.

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