Spending on political ads for the 2026 midterms has passed $10 billion, according to the tracking firm AdImpact. The milestone came Wednesday, Oct. 14, less than three weeks before Election Day on Nov. 3.
The total counts ads that have already run and ads that campaigns and groups have booked for the weeks ahead.
How it compares with past elections
AdImpact says the $10 billion mark puts this election ahead of the final totals for both the 2020 and 2022 cycles. The firm projected in June that the full cost of the 2026 midterms would reach $11.6 billion. Here is how that compares:
- 2022 midterms: $8.9 billion
- 2024 presidential election: $11.2 billion
- 2026 midterms (projected): $11.6 billion
If the projection holds, this would be the most expensive U.S. election since at least 2018, and it would cost more than the 2024 presidential race, even though there is no presidential contest this year.
Who is spending
Republican advertisers are spending about 11% more than Democratic advertisers, counting both primaries and general election races.
The Senate Leadership Fund, a Republican super PAC, and a half-dozen affiliated groups have combined for roughly $643 million in advertising.
Where the money is going
Texas has the most expensive races. About half a billion dollars in ads are scheduled for Senate contests there, more than for any other seat.
Earlier projections from AdImpact said a record amount would go to the fight over Congress, with Senate and House races together expected to draw about $5 billion. House spending is expected to top $2 billion for the first time. Streaming video, or connected TV, is the fastest-growing way campaigns reach voters, with about $2.5 billion expected there.
Why it matters
Control of Congress is at stake, and President Donald Trump has started a 32-day midterm tour to help Republicans. Republicans hold narrow majorities, and both parties are trying to reach voters at a time when many say groceries and gas are hard to afford. NPR noted that the spending is climbing while households feel that squeeze.
To put the number in perspective, AdImpact said $10 billion is more than the U.S. box office took in last year and more than the 100 biggest concert tours earned combined.
What to know
- AdImpact tracks most, but not all, political and issue advertising, so other estimates can differ.
- The $10 billion figure includes future reservations, not just ads already aired.
- Final totals will be known after Election Day.
