Considerations for Media Investments Throughout the 2022 Midterm Elections

The upcoming midterm elections are driving record political ad spend, as controversial ballot issues and several high-stakes races transform advertising channels like broadcast, CTV, social, and programmatic into a battleground for engaging voters ahead of Election Day. This politically-charged media environment, with political ad spend estimated to reach nearly $10 billion this cycle, takes shape just as holiday sales get underway for major retailers and other brands, requiring non-political advertisers to adopt a flexible, brand-safe approach to navigating this critical moment. To help advertisers adapt to unexpected market and consumer signals, this report offers advertisers a few considerations for brand media investments during this time.