Isabella Carter
Political advertising is an indispensable tool for modern political campaigns aiming to attract donors or sway voters. In 2022, political advertising costs amounted to $8.92 billion. The cost of political ads is influenced by the Federal Communications Commission (FCC), which requires television stations to offer special pricing to candidates during the lead-up to an election. This makes it cheaper for campaigns to air TV ads and more expensive for outside organizations. The cost of a political ad campaign can vary depending on the platform, the target audience, and the regulations governing political ad spending.
| Characteristics | Values |
|---|---|
| Cost of political campaign ads in 2022 | $8.92 billion |
| Cheapest option for candidates | Lowest unit rate |
| Cost of 30-second ad spots during "Jeopardy" in Lexington, Kentucky | Gubernatorial candidates: $400 each; Political action committee: $1,200 |
| Online ad spending in 2022 election cycle | $2.1 billion |
| Online ad spending in 2024 election cycle | $619,090,533 |
| Online ad spending in 2024 election cycle by Democrats | More than three times the amount spent by Republicans |
| Online ad spending by Americans for Prosperity Action | $7 million |
| Cost per single vote | $5 |
| Budget for digital media | $5,000 |
| Cost of promoting individual posts on Facebook | $5-20 each |
| Cost of promoting individual posts on Facebook for a larger audience | Hundreds of dollars |
| Cost of IP Targeting | $750 per ad campaign |
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What You'll Learn
The cost of political ads is influenced by the Federal Communications Commission (FCC)
The cost of political ads is heavily influenced by the Federal Communications Commission (FCC). The FCC's Political Programming staff is responsible for overseeing the implementation of federal statutes and regulations relating to political programming and campaign advertising on various media platforms, including television and radio broadcast stations, cable television, and satellite services.
One of the key ways the FCC influences the cost of political ads is through its "lowest unit charges" or "special pricing" rules. These rules require television and radio stations to offer the lowest available rate to legally qualified federal, state, and local candidates during the lead-up to an election. This ensures that candidates have affordable access to broadcast facilities and can promote their campaigns effectively. The FCC's rules also prohibit censorship of candidate-sponsored ads, further enhancing the accessibility of political advertising for candidates.
However, these rules do not apply to other groups that advertise during political campaigns, such as political action committees (PACs) or super PACs. As a result, there can be a significant price discrepancy between ads purchased by candidates and those purchased by outside organizations. For example, during the 2023 gubernatorial election in Kentucky, candidates paid $400 for 30-second ad spots during the game show "Jeopardy," while a political action committee supporting one of the candidates paid three times that amount for the same airtime.
In addition to cost regulation, the FCC also plays a crucial role in promoting transparency and accountability in political advertising. The FCC's rules require broadcast stations and cable operators to maintain public inspection files, including information about requests for broadcast time by candidates and issue advertisers. This helps ensure that the public has access to information about who is sponsoring political ads and the costs associated with them. The FCC is also committed to addressing potentially false, misleading, or deceptive political advertising, further enhancing the integrity of the political advertising landscape.
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Outside organisations pay more than campaigns
Political ad spending is known to be expensive and the costs are ever-increasing. The Federal Communications Commission (FCC) has rules in place that require television stations to offer special pricing to candidates during the lead-up to an election. These rules also apply to state and local races, but only if TV stations opt to carry political ads for those campaigns. Candidates are offered the lowest unit rate, making it cheaper for campaigns to air TV ads.
Outside organizations, such as political action committees (PACs), super PACs, trade associations, and outside interest groups, do not qualify for these discounted rates and must pay more for their ads. For example, during the game show Jeopardy in Lexington, Kentucky, gubernatorial candidates Daniel Cameron and Andy Beshear paid $400 each for their 30-second spots, while Defending Bluegrass Values, the political action committee backing Beshear, paid three times that amount, $1,200, for their ad.
Super PACs, in particular, can often spend more money than campaigns as they are not subject to contribution limits. They are, however, prohibited from coordinating with the campaigns they support. This can result in an overall more negative political advertising environment, as super PACs tend to focus on attacking candidates rather than promoting their own.
Online political advertising is also becoming increasingly important, with candidates, parties, and other groups spending over $619 million on digital advertising in the 2024 election cycle alone. Facebook and Google are popular platforms for political advertising, with advertisers able to target specific demographics and locations.
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Online political ad spending is significant
Political ad spending is known to be expensive, and online political ad spending is significant. In the 2022 election cycle, online advertisers spent $2.1 billion on 14 million Google and Facebook political ads. In the 2024 election cycle, candidates, parties, and other groups have spent more than $619 million on digital advertising on the two largest online platforms. This is a significant increase from previous years, and the trend of increasing online political ad spending is expected to continue.
Digital media accounts for 20% of total political ad spending, and online ads are an indispensable tool for modern political campaigns. They are used to attract donors and sway voters. Online political ad spending is also significant because it is often done by the candidate's own campaign committee, and it can give a snapshot of how much political forces are spending online. This spending is not always transparent, as there are no regulations requiring platforms to publish data about political ads, and it can be difficult to identify unique spending groups.
The cost of online political ads varies depending on the platform and the target audience. Facebook advertising is a cheap and simple way to promote a campaign, with the cost of promoting individual posts ranging from $5 to $20 each to reach a candidate's followers and their friends. However, it can cost hundreds of dollars to target a larger audience. Google display advertising for political advertisers is limited to targeting by zip code, age, and gender. IP-backed banner ad campaigns, which offer more targeted and effective advertising than television, start at $750 per ad campaign.
Overall, online political ad spending is significant and plays an increasingly important role in political campaigns. The cost of these ads varies depending on the platform and the target audience, and there are concerns about the transparency of this spending.
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Candidates and outside groups run different kinds of ads
Political ad spending is a costly affair, and the costs are influenced by the Federal Communications Commission (FCC). The FCC has rules in place that require television stations to offer special pricing to candidates in the lead-up to an election. These rules also apply to state and local races, but only if TV stations opt to carry political ads for those campaigns. Candidates are offered the lowest unit rate, making it more affordable for them to air TV ads than for outside organizations.
Outside groups, such as political action committees (PACs), super PACs, trade associations, and interest groups, do not benefit from the same discounted rates as candidates. These groups are not subject to contribution limits and can raise more money. For example, during the game show "Jeopardy" in Lexington, Kentucky, gubernatorial candidates paid $400 each for their 30-second spots, while the political action committee backing one of the candidates paid three times that amount for the same airtime.
Candidates and outside groups tend to run different types of ads. Candidates often feel compelled to attack their opponents while also promoting themselves, whereas super PACs are prohibited from coordinating with the campaigns they support and, therefore, focus on attacking the candidates they oppose. This dynamic can contribute to a more negative tone in the overall political advertising environment.
Digital media plays an increasingly significant role in political ad spending, with platforms like Facebook, Google, and Meta being utilized for advertising. In the 2022 election cycle, online advertisers spent $2.1 billion on Google and Facebook political ads alone. Candidates and their campaigns can utilize digital tools to target specific audiences based on interests, demographics, and geographic areas. Social media platforms like Facebook and Twitter are also essential for reaching voters and attracting donors.
Overall, the cost of political campaign ads varies, but it is a significant expense for candidates and outside groups alike, with spending trends generally moving upward over time.
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Spending varies year-to-year but has been trending upward
Political ad spending is known for its high costs and has been trending upward over time. In 2022, political advertising costs amounted to $8.92 billion. The cost of political ads is influenced by the Federal Communications Commission (FCC), which offers special pricing to candidates during the lead-up to an election. This pricing is also extended to state and local races, but only if TV stations opt to carry political ads for those campaigns.
The Wesleyan Media Project's Michael Franz explains that candidates are offered the lowest unit rate, making it the cheapest option available from the broadcast station. However, this is not the case for other groups that advertise during campaigns, such as political action committees (PACs) and super PACs. These outside organizations often spend significantly more than the candidates themselves. For instance, during the 2023 gubernatorial race in Kentucky, candidates Daniel Cameron and Andy Beshear each paid $400 for 30-second ad spots during the game show "Jeopardy." In contrast, the political action committee supporting Beshear, Defending Bluegrass Values, paid $1,200 for the same ad placement, three times the cost.
Super PACs have a significant spending advantage due to their lack of contribution limits, and they often focus solely on attacking opposing candidates. This dynamic can make the political advertising environment seem more negative and challenging to navigate for candidates. The lack of transparency in online political spending further complicates the situation, as it is difficult to track the sources of funding for many ads.
While television advertising remains a significant component of political campaigns, digital advertising is increasingly playing a more significant and growing role. Candidates and their allies are recognizing the importance of online platforms in reaching voters and attracting donors. In the 2022 election cycle, online advertisers spent $2.1 billion on Google and Facebook political ads alone. This shift to digital media is expected to continue, with campaigns allocating a growing portion of their budgets to online advertising.
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Frequently asked questions
The cost of a political campaign ad can vary depending on the platform and the audience size. For example, 30-second TV ad spots during a game show cost $400 each, while a political action committee paid $1,200 for a similar ad. Digital media totals a 20% share of total political ad spending, with Facebook advertising being a cheap and simple way to promote a campaign. On Facebook, promoting individual posts can cost $5-$20 each, or up to hundreds of dollars for a larger audience. On Google, pay-per-click advertising is another option, with political advertisers limited to targeting by zip code, age, and gender. IP-backed banner ad campaigns start at $750 per ad campaign.
The cost of political campaign ads is influenced by regulations and the type of entity purchasing the ad. Federal Communications Commission (FCC) rules require television stations to offer special pricing to candidates during the lead-up to an election, which is typically the lowest unit rate. However, other groups such as political action committees (PACs) and super PACs are not subject to the same contribution limits and can often raise and spend more money on ads.
Online spending is playing a significant and growing role in political campaigns. In the 2022 election cycle, online advertisers spent $2.1 billion on Google and Facebook political ads. In the 2024 election cycle, candidates, parties, and other groups have already spent over $619 million on digital advertising. This trend is expected to continue, with social media and digital platforms becoming increasingly important for political campaigns aiming to attract donors and sway voters.
Political campaigns may consider past races and the cost per vote when determining their advertising budgets. For example, if a campaign estimates a cost of $5 per vote and needs 5,000 votes to win, their total budget would be $25,000. From there, they can decide how much to allocate to digital advertising, such as 20% or $5,000 in the above example.
