As Election Day Arrives Seven Takeaways From $7.1 Billion In Political Ads.

With Election Day just one day away, the 2026 political advertising cycle is nearing its conclusion, leaving behind record broadcast television ad volumes, billions in spending and some unexpected shifts in where campaign dollars have gone.

A new analysis from the Wesleyan Media Project, using AdImpact spending data through Oct. 25, provides a detailed look at how candidates and outside groups allocated their advertising budgets, which states attracted increased spending in the closing weeks and how this year’s election cycle compares with previous campaigns.

Here are seven takeaways from the research:

1. Spending Accelerated In Final Weeks

Campaign advertising spending reached nearly $1.4 billion during the two weeks ending Oct. 25, compared with approximately $1 billion every two weeks during much of the period since late summer. Wesleyan says the late surge is typical of the closing weeks of an election campaign. Spending in House, Senate and gubernatorial races surpassed $7.1 billion from the beginning of 2025 through Oct. 25. The total includes approximately $3 billion in Senate advertising and nearly $2 billion in House advertising.

2. Broadcast Gains Ground In Final Stretch

Traditional broadcast TV captured a larger share of political advertising dollars during the closing weeks of the campaign. It accounted for 63.5% of political spending during Oct. 12–25, up from its 52.8% share across the full election cycle through Oct. 25. CTV’s share was 19.4% during the two-week period, compared with 23.2% cycle-to-date, while digital platforms accounted for 7.7%, versus 12.5% over the cycle to that point.

The shift underscores how campaigns concentrated spending on traditional television late in the election cycle, even after investing heavily in streaming and digital advertising earlier in the campaign.

3. Outside Groups Drive Congressional Spending

Candidates are far from the biggest advertising spenders in congressional races. Outside groups have spent approximately $3 billion on House and Senate campaigns, outspending candidates by nearly three to one in Senate races and two to one in House contests. The impact on broadcast advertising revenue is especially notable. In Senate races during Oct. 12–25, outside groups accounted for 71% of broadcast television advertising spending but only 43% of airings. That disparity reflects the higher advertising rates generally paid by outside groups, which do not qualify for the same lowest unit rates available to legally qualified candidates.

4. Political Advertising Map Is Changing

Some of the biggest increases in Senate advertising spending occurred in states that attracted considerably less attention earlier in October. Spending in Iowa jumped from $41.8 million during Sept. 28–Oct. 11 to $64.6 million during Oct. 12–25. Kansas experienced an even sharper increase, from $12.5 million to $34.3 million. Spending also rose substantially in Nebraska, Michigan and South Carolina. Meanwhile, advertising spending declined in Georgia and North Carolina, where Republican-aligned advertising activity dropped.

“Following the money suggests that the Senate battleground has been changing over these past two weeks, moving away from bluer states like Georgia and North Carolina and into redder territory,” says Wesleyan Co-Director Travis Ridout.

5. Ad Volume Set Records

The 2026 election cycle has produced record volumes of broadcast TV advertising in House and gubernatorial campaigns. More than 1.5 million broadcast television ads aired in U.S. House races through Oct. 25, exceeding the volume recorded in any election cycle since at least 2012. Gubernatorial advertising also reached a new high, with more than 2 million broadcast TV airings through that date. Senate advertising remained exceptionally heavy, although it had not surpassed the record set in 2020. The figures provide another indication of how extensive campaigns continue to use traditional broadcasting.

6. Negative Ads Aren’t Breaking Records

Despite the intensity of this year’s campaigns, the proportion of negative Senate advertising was lower through Oct. 25 than in the previous five election cycles. Nearly 40% of Senate broadcast TV ads were classified as attack ads, according to Wesleyan’s analysis. That share is lower than in recent election cycles, although attack advertising remains a substantial part of the political advertising mix.

“Perhaps surprising to some, but 2026 is not a record-breaking year for negative ads, at least on broadcast television in Senate races,” says Wesleyan Co-Director Erika Franklin Fowler. The researchers also found that promotional advertising accounted for roughly one-quarter of Senate spots during Oct. 12–25.

7. AI-Generated Ads Grow

Political advertising featuring artificial intelligence attracted significant spending through Oct. 25, although it remained a relatively small part of the overall market. Wesleyan identified 289 unique political ads containing AI-generated or AI-enhanced content, representing more than $187 million in spending. Republican candidates, committees and aligned groups accounted for approximately $169 million of that total, or just over 90%. The researchers caution that the actual amount is likely higher because some AI-generated content is difficult to identify and many advertisements do not disclose their use of AI.