Winmo

2022 Midterm Election Report

The 2022 Midterm Election Report highlights the unprecedented high stakes and record-breaking nearly $2 billion political spending in the upcoming November 8 midterms, which will determine control of a closely divided Congress, feature 36 gubernatorial races in key battleground states, and see significant self-funding by wealthy candidates like Dr. Oz, while providing detailed insights and contacts to help sellers capitalize on this intense political advertising landscape.

With a little more than two months to go, incumbents and challengers alike have poured millions of dollars into the midterms. While it’s unusual for off-year election spending to surpass that of presidential elections, the stakes are high for Tuesday, November 8, 2022.

What makes this midterm election cycle so different?

  • It will decide control of Congress: Both majorities in the Senate and the House are up for grabs. Currently, Democrats have a razor-thin majority with the US Senate deadlocked at 50-50 and Vice President Kamala Harris wielding the deciding vote.
  • There are 36 gubernatorial elections on the ballot: Including key battleground states like Arizona, Georgia, Michigan, Pennsylvania, and Wisconsin. After former President Trump pressured state and local officials to overturn the 2020 election results, voters are paying closer attention to local races, like secretary of state and, occasionally, lieutenant governor.
  • Candidates are spending more of their own money: Wealthy self-funders are pouring tens of millions of dollars into their campaigns this cycle. The celebrity-adjacent Dr. Oz, who is running for a Pennsylvania Senate seat, has spent more than $14M, or 75% of his campaign budget, using his own money.

To help navigate the contentious US election landscape, the team at Winmo has created the 2022 Political Report, designed to help sellers tap into political spend estimated to reach almost $2B, plus verified campaign and agency contacts. Political ad spending in the 2022 midterms has already broken a record for off-year congressional elections and, according to Bloomberg, is set to beat the all-time high of $9 billion spent on the 2020 presidential contest.

What’s included in Winmo’s 2022 Political Report:

  • Hotly contested races: Worked with AdImpact to identify races expected to surge the most in ad investment ahead of the midterms, focusing on where the money is.
  • Campaign and agency decision-makers: Each candidate profiled in the report includes key marketing contacts for each campaign, verified agency relationships, and total media spend by channel in both PDF and Excel formats.
  • Ad-spend by agency and medium: Breakdowns of candidate spend across broadcast, radio, cable, satellite, CTV, and digital. Also includes information on which agencies candidates are using and placing ads across different media formats.

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