As political ad spending skyrockets, broadcast TV remains king

The deluge of political advertising in this year’s midterm elections is shattering previous records.

Almost half of that money is going to a surprising place: your local TV channel.

Advertisers, following the changing viewing habits of Americans, have increasingly shifted their marketing dollars to social platforms, streaming channels and other digital media. Yet when it comes to federal and state races, politicians and PACs are brushing aside concerns that TV ads are costlier to produce and less efficient in targeting prospective voters — and are showering local stations with billions of dollars.

This election will show how much that calculus still holds in a transformed media environment.

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