The 2024 election was nothing short of historic—not just for its unprecedented candidates but for the record-breaking ad spend that defined the cycle. In AAPC’s webinar Where the Money Went: A Deep Dive into 2024 Election Ad Spend, AdImpact CEO and AAPC Vice President Kyle Roberts revealed some staggering numbers.

Political ad spending surged by 23% from the 2022 midterms, hitting an eye-popping $11 billion across TV (linear and CTV), digital, and radio. Most of this spending came after Vice President Kamala Harris officially entered the race in July, triggering a wave of fundraising that fueled $7.9 billion in ad spend between July and Election Day.

The presidential race dominated, accounting for 71% of total ad spend ($3.1 billion), with $2.2 billion concentrated in just seven key swing states. The Senate saw record-setting spending too, with six races topping $200 million. Ohio led the way, smashing records with over $500 million spent. One standout trend? Connected TV (CTV) spending tripled from 2020, reaching $2.3 billion—the fastest-growing platform this cycle. Consultants, take note: CTV is proving to be the must-watch medium for the future of voter outreach.

These numbers don’t just highlight the importance of ad strategy—they show just how high the stakes are when it comes to allocating resources effectively in this increasingly competitive landscape.

What do you think these trends signal for the future of voter outreach? 

📺 AAPC members can the full webinar for a deeper dive: https://members.theaapc.org/page/WebinarArchives Not a member? Join the largest network of political consultants here.