Broadcast TV to Capture $5.6 Billion in Political Ads
Advertisers will rely on broadcast stations for nearly half of all political ad spending through the 2025-26 cycle.
Updated on Oct. 22, 2026 in Advertising
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The 2025-26 election cycle is projected to generate $11.6 billion in total political advertising spending, with broadcast television remaining the dominant channel. Operators should note that while broadcast television is expected to capture 48 percent of total spending, audience shifts toward streaming continue to reshape media consumption patterns.
Why it matters
Broadcast television commands nearly half of political ad budgets despite streaming capturing 49 percent of television use versus 19.5 percent for broadcast in mid-2026. This disconnect highlights that political advertisers remain tethered to traditional broadcast inventory for reach even as consumer attention migrates elsewhere.
Broadcast television is projected to capture $5.6 billion of the $11.6 billion total political ad market for the 2025-26 cycle, representing 48 percent of total spend. Connected TV is forecasted to secure $2.7 billion, or 23 percent of the market, while digital platforms account for $1.6 billion.
The players
Nexstar Media Group
A major operator of local television stations that reported $147 million in political advertising revenue for the second quarter of 2026.
E.W. Scripps Company
A media firm focusing on local news and national television brands that reported $28 million in second-quarter political advertising revenue.
Sinclair
A diversified media company and one of the largest owners of local television stations in the United States.
The details
Political ad budgets are allocated primarily through local stations and network affiliates, which continue to benefit from concentrated political spending despite shifts in viewer behavior. Major media groups are actively adjusting their financial guidance to reflect this trend, with Sinclair raising its 2026 political advertising revenue forecast to at least $375 million. Meanwhile, E.W. Scripps Company reported $28 million in local-media political revenue for the second quarter of 2026, projecting between $225 million and $250 million in full-year local political revenue.
Timeline
2021-22 cycle saw $8.9 billion spent on political advertising.
2023-24 cycle saw $11.2 billion spent on political advertising.
June 29 - July 26, 2026, served as the measurement period for television usage statistics.
August 6, 2026, was when E.W. Scripps issued its full-year revenue projection.
Market Landscape
The projected 2025-26 political spending landscape demonstrates a persistent reliance on legacy broadcast infrastructure despite documented audience shifts. This follows the trend observed in the July 2026 television usage data, which highlighted that streaming has captured 49 percent of total usage while broadcast remains at 19.5 percent.
Operators in media-adjacent sectors should monitor inventory availability as political spending crowds into traditional broadcast channels through the end of 2026. Review your marketing procurement strategy to account for rising costs or potential displacement in local markets where political ad demand is high.
The takeaway
Political advertisers continue to prioritize broadcast inventory for 48 percent of their total budget, creating a distinct revenue window for local station owners. Track political revenue guidance from major groups like Nexstar and Sinclair as a leading indicator of regional market pressure for the remainder of the 2026 cycle.
Further reading
For broader trends on campaign spending, see Advertising.
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Do you believe traditional broadcast media will remain the primary information source for most Americans?
