Television Advertising in the 2022 Midterms

Abstract

Abstract This analysis focuses on broadcast advertising spending in congressional races in 2022. We discuss four patterns that characterized ads in these races. First, there was a record volume of television advertising for a midterm election. Despite frequent claims that traditional ads would begin to decline, the air war featured more spots than in 2014 and 2018. Second, Democrats continued to dominate ad totals, a trend that persisted from congressional elections in 2020 and 2018. Third, the agenda shifted to a discussion of abortion and inflation, two issues that were barely mentioned in political ads in prior cycles. Finally, outside groups remained a dominant force in many campaigns, but while their investments in prior cycles tended to be focused on Senate races, groups were also heavily involved in House races in 2022. Outside groups sponsored about 35% of all ads in House races, and they sponsored about 40% of ads in Senate races, both record highs. All told, television remains central to American elections. With each passing election, some aspects of the air war change, but the ubiquitous 30 s spot continues to be a go-to method of appealing to voters.