Political Ad Spending Tops $10 Billion As House Races Fuel Local Demand.

The battle for control of Congress is generating record political advertising spending, and a widening field of competitive House races could be especially welcome news for local radio stations. While Senate contests continue to attract the biggest individual advertising budgets, new AdImpact analysis shows substantial dollars flowing into congressional districts across the U.S., expanding the number of local markets positioned to benefit from the final weeks of the election cycle.

AdImpact’s new “The Fight for Congress” report finds that more than $3.8 billion in political advertising has aired targeting House and Senate races during the 2025-26 election cycle, $872.2 million more than at the comparable point in 2024. Another $837.7 million in advertising is already reserved through Election Day.

“The fight for Congress has never been more expensive,” AdImpact says in the report, which is based on data collected through Oct. 12.

For radio, which traditionally benefits from the localized nature of House campaigns, the distribution of that spending may be just as important as the overall dollar total. AdImpact reports that 386 House general elections have attracted advertising spending during the current cycle, with approximately $1.2 billion in aired advertising and future reservations across all media channels.

Unsurprisingly, the spending is heavily concentrated in competitive districts where campaigns and outside groups are investing millions of dollars. Just 21 House races rated toss-ups by the Cook Political Report account for $567.8 million in advertising, or 47.5% of the House general-election total. That works out to an average of $27 million per district.

“The battleground has expanded beyond just ‘Toss Up’ elections,” says AdImpact. Its data shows that another 12 districts rated Lean Democrat have attracted $283.5 million, averaging $23.6 million apiece. Nine Lean Republican districts account for $96.9 million, or $10.8 million per race.

That broader geographic footprint is particularly relevant for radio. Unlike statewide Senate campaigns, House races often target smaller geographic areas, giving local stations opportunities to reach voters within specific congressional districts. The spending also creates potential opportunities for stations outside the major metropolitan markets that typically dominate statewide political advertising.

Among the largest House contests, Florida’s 25th District and North Carolina’s 1st District have each attracted $41.3 million in spending and reservations. New York’s 17th District follows at $37.3 million, with Michigan’s 7th District at $36.3 million. California's 22nd District and Texas’ 34th District have each attracted $33.3 million.

The spending is far from finished. Of the $567.8 million committed to the 21 toss-up House contests, $362.5 million has already aired, while another $205.3 million remains in future reservations.

Senate Races Command Big Budgets

Even as millions pour into House races, AdImpact says Senate contests remain the largest component of congressional advertising, accounting for approximately 61% of the $3.8 billion aired during the cycle.

Across the eight Senate races rated competitive by the Cook Political Report, advertisers have committed more than $1.5 billion in spending and reservations. Ohio's Senate general election leads with $422.6 million in aired spending and reservations, followed by Texas ($324.7 million), Maine ($199 million), Michigan ($191.9 million) and Iowa at ($181.1 million).

The Iowa figure is particularly striking. AdImpact says spending on the state’s Senate general election is 1,529% higher than in the previous Iowa Senate contest in 2022.

New Threshold Crossed

Overall, AdImpact reported Wednesday (Oct. 14) that the 2025–26 political cycle has surpassed $10 billion in combined aired ad spending and future reservations. With less than three weeks to go until Election Day, AdImpact says this cycle has now exceeded the final totals for the 2019–20 ($9 billion) and 2021–22 ($8.9 billion) midterm cycles.

AdImpact continues to project $11.6 billion in total spending for the 2025-26 cycle, including $273 million for radio.