U.S. campaigns are projected to spend $11.6 billion on political advertising in the 2025-26 election cycle, with broadcast TV holding the largest share as connected TV gains ground.
AdImpact’s June 11, 2026, forecast allocates $5.6 billion, or 48%, to broadcast television. Connected TV is projected to receive $2.7 billion, or 23%. AdImpact’s separate digital-platform category, which includes Facebook, Google, Snapchat and X, is forecast at $1.6 billion, or 14%. These are projections, not final spending totals.
The mix differs from the completed 2023-24 cycle. Broadcast also accounted for 48% then, while connected TV had 21% and digital platforms 15%. AdImpact’s current forecast therefore gives connected TV a larger share and its separate digital category a smaller one.
Television use shows another picture. Nielsen reported that streaming made up 49.0% of U.S. TV use in July 2026, compared with 19.5% for broadcast and 18.7% for cable. The measurement period ran from June 29 to July 26, 2026, and included ad-supported and ad-free viewing; Nielsen said the figures are not the ratings used to sell ads.
AdImpact raised its projections for statewide Senate races to $3.4 billion from $2.8 billion and for gubernatorial races to $2.4 billion from $1.9 billion, contributing to the higher overall forecast. Its Ohio estimate rose by $309 million to $749 million.
Broadcasters’ second-quarter 2026 results show political advertising’s contribution to company revenue. Nexstar reported $147 million in political ad revenue for the quarter ended June 30. The company said a $75 million increase in political advertising at its legacy business units contributed in part to lower nonpolitical ad revenue through crowd-out.
Gray Media reported $83 million in political ad revenue, compared with $9 million in the second quarter of 2025 and $90 million in the second quarter of 2022. Gray Media Executive Chairman and CEO Hilton Howell, Jr. said political advertising “significantly exceeded” second-quarter guidance. Sinclair, Inc. reported $59 million, 9% above its second-quarter 2022 figure.
The E.W. Scripps Company reported a second-quarter record of $28 million in political advertising for its Local Media business and forecast $225 million to $250 million in local political revenue for full-year 2026. Nexstar lists Nov. 5 as its estimated date to report third-quarter 2026 results.
