ASSEMBLY 'ELECTION OUTLOOK' REPORT: 2026 MIDTERMS PROJECTED TO BE THE MOST EXPENSIVE IN HISTORY

Core Insights - Assembly projects a record $10.1 billion in political advertising spending for the 2025-2026 U.S. election cycle, marking a 15% increase from the previous midterm cycle in 2022, making it the most expensive midterms in history [1][4] Political Advertising Landscape - Political ad spending is expected to collide with commercial advertising, fundamentally reshaping the media marketplace in 2026 [2] - Local broadcast television will attract the largest share of political ad dollars, leading brands with significant broadcast investments to anticipate competition and displacement [2][3] - Certain digital platforms that do not accept political advertising may offer partial insulation from political disruptions, but no advertiser is entirely immune [2][3] Strategic Implications for Advertisers - The risk to brand advertisers from political spending is not evenly distributed; exposure depends on the timing and placement of campaigns [3] - The Assembly Market Intensity Index (AMII) is utilized to measure political saturation in local markets, quantifying the impact of political ad spend on commercial campaigns [3] - Advertisers are urged to take proactive steps to safeguard their campaigns, including diversifying channel strategies and reassessing media partners to mitigate exposure to political disruptions [4]