Political Ad Dollars Running $1 Billion Ahead Of Last Midterm Cycle.

The 2026 political cycle is already ramping up, with primaries and special elections filling the spring calendar. While radio’s biggest ad dollars are still to come, new AdImpact data shows spending is running well ahead of the last midterm pace. Through March, total outlays have reached $2.74 billion—roughly $1 billion more than at the same point in 2022.

The ad-tracking firm says the U.S. Senate primary in Texas has seen the most spending at $135 million. But that tally is still climbing, with a Republican run-off set for May.

Things are also starting to heat-up in California, where a June primary will see the two parties pick their candidates to succeed Governor Gavin Newsom. AdImpact says $114.7 million has been spent to date, led by billionaire businessman Tom Steyer’s campaign. It has spent $89.6 million.

With two months to go before the vote, California already has the second most expensive gubernatorial primary on record. And it is already the most expensive non-presidential and non-ballot prop election in California's history, surpassing the state’s 2024 Senate primary by $40 million according to the firm’s numbers. “That gap is likely to continue growing with more than two and a half months remaining until primary day,” it says in a monthly update.

Steyer has been running TV ads since November, and with the primary drawing closer, the other candidates have begun to spend. Former Speaker of the California State Assembly Antonio Villaraigosa, San Jose Mayor Matt Mahan and Rep. Eric Swalwell (D-CA) have each ramped up their advertising efforts in recent weeks. Even so, Steyer's campaign makes up 78% of all spending targeting Democratic primary voters.

On the Republican side, AdImpact says no candidate has spent more than $50,000 as it remains a longshot that a GOP candidate will win in deep blue California.

On the East Coast, bare-knuckle ad fight has emerged in Maine where Governor Janet Mills has spent $1.5 million so far in a U.S. Senate race. Her ads have hammered away at oyster farmer-turned-politician Graham Platner, whose campaign still leads with $4.8 million in spending. Whoever wins will take on incumbent Republican Susan Collins. AdImpact says outside groups have already aired $20.2 million worth of ad spending support her reelection, with $41.2 million of additional advertising already booked.

In other states, AdImpact says $27.3 million has been spent on ads for and against Virginia’s proposed redistricting amendment.

Meanwhile in Kentucky, $42.7 million of ads have been purchased in the primary race to fill the Senate seat held by retiring Republican Mitch McConnell. Businessman and GOP frontrunner Nate Morris has seen $21.5 million in ad support while Rep. Andy Barr (D-KY) has seen $5.2 million in ad support.

Georgia Governor Brian Kemp is term-limited and spending in that state’s gubernatorial primary now totals $86.3 million. AdImpact says all but $1.2 million has been spent by Republican advertisers.

The result is Atlanta is one of the top markets for political ad dollars so far this cycle, with $71 million spent there to date. Three markets — Washington ($141M), Chicago ($97M), and Los Angeles ($77M) — have seen more spending.

AdImpact says broadcast television has pocketed about a third of the political ad dollars, followed by CTV and digital—each taking about a quarter of the total. Radio ranks further back, getting only 2% of the early dollars, according to the analysis.