US Ad Trends: Political advertising in a complex election cycle

Political ad spend in the US will reach a new high in 2024, at $15.9 billion, with knock-on consequences across the media and marketing ecosystems.

This article is part of the February 2024 Spotlight US series, ‘How brands can prepare for a contentious political year’. Read more

Political ad spend in the US will break records this year, surpassing the advertising expenditure of major economies such as Australia, Italy and South Korea.

And, like brands operating in any big ad market, US political campaigns and advocacy groups will have to navigate various obstacles, including stricter rules about tracking internet users, competition for attractive inventory, sharpening polarization and the risks of generative artificial intelligence (AI).

A long-term growth trajectory

GroupM, the media unit of holding...

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