Broadcast TV, Digital Far Outpace Radio for Political Dollars


A BIA Advisory Services blog post shared by Managing Director Rick Ducey on Thursday shows that free-to-air broadcast television stands to earn nearly $4 billion in political dollars by the end of the 2022 cycle. Digital media is also strong.

Radio? It’s lagging — by a wide margin.

It’s perhaps the more underreported side of a tale that has been squarely focused on the “extremely high” political ad spend, which BIA says shows no sign of slowing down in the coming months.

Nationally, BIA forecasts that TV Over-The-Air (OTA) will reach $3.8 billion by the end of the 2022 cycle. Ducey also predicts there is still “significant headroom” for growth in the final months leading up to the November elections.

The second largest political ad platform is digital media, where BIA estimates nearly $2 billion in spending. That is followed by MVPDs, with over $1 billion in expected spending.

Where is Radio? It will attract less than half of what MVPDs will get in the way of political dollars.

According to BIA, over-the-air Radio will attract just $428,357,000 of the total multi-billion-dollar pie.

BIA offered no commentary on the data, which shows Direct Mail grabbing far more political dollars than Radio.