Political Advertising Could Weigh on Broader Media Market in 2026

Aprojected surge in midterm ad spending is poised to reshape the broader media ecosystem in 2026, putting new pressures on political and commercial advertisers, according to a new report from the media firm Assembly . 

The report predicts political ad spending to reach $10.1 billion next year, marking a 15 percent increase over the 2022 midterm cycle. As it stands, states like Georgia, Michigan and North Carolina are likely to see the largest surges in spending, according to Assembly’s analysis.

The effects of the expected record-setting ad spend are likely to be felt beyond the politics industry, forcing commercial advertisers to not only vie for inventory, but to adapt to the cultural pressures that come along with a hyper-politicized media marketplace.

“Political media strategists are the original performance marketers: ruthlessly data-driven, hyper-targeted, and under extreme pressure to deliver results,” Tyler Goldberg, the director of political strategy at Assembly, said. “As we head into the 2026 midterms, the ad market will feel the ripple effects of billions in political spend flooding the system, more so than we have in previous years.”