Why the 2020 Election Will (Briefly) Stem the Tide of Television’s Declining Ad Revenue

Political ad spending could surpass $10 billion in 2020

Coming off a rough 2019, TV ad sales chiefs are hoping the new year brings not only good tidings, but better prosperity when it comes to advertising revenue. Lucky for them, 2020 is looking much brighter thanks to an election that is setting up to bring in record ad dollars.

Political advertising spending is expected to near $10 billion next year (a 63% increase from 2016), with TV looking to get the biggest chunk. The influx of campaign money has led GroupM, the largest media-buying firm, to predict that TV ad revenue will increase by more than 5% in 2020. That $10 billion may only be the tip of the iceberg. By the time we hit Election Day next November, that amount could be much, much higher.

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Tim Baysinger

TV reporter • tim.baysinger@thewrap.com • Twitter: @tim_bays