After a year of record-setting political spending, 2025 is going to be a return to Earth for broadcasters. Broadcasters would benefit from taking the lessons learned from 2024 and applying them to 2025 and beyond, said panelists at a TVNewsCheck Working Lunch webinar last Tuesday.
This year marked the first year that political campaigns significantly paired the reach of linear broadcast with the targetability of connected TV (CTV). Of the nearly record-setting $11 billion that was spent on political advertising in 2024, 50% of that went to broadcast, according to AdImpact, and approximately $1.2 billion went to CTV, estimates BIA Advisory Services.
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