The political ad wars are still being fought over the airwaves even as digital gains share

Broadcast television is the traditional over-the-air system that carries local stations and major networks such as NBC, ABC, CBS and Fox. It also includes local news, sports and entertainment programs. Unlike subscription television, it is broadly accessible because viewers do not need to pay for a cable package to receive it.

The phrase “free airwaves” describes the way broadcast signals travel through publicly regulated radio frequencies to local homes. Those signals support affiliate stations as well as network programming. This wide availability helps campaigns reach people who may not subscribe to cable or use the same streaming services.

Broadcast remains important even as viewing habits change. Nielsen found broadcast accounted for 19.5% of television use in July, compared with 18.7% for cable and 49% for streaming. Its free access, local presence and ability to carry large live audiences help explain why broadcasters are expected to receive 48% of midterm political ad spending.

The 2025–26 election cycle is forecast to become the most expensive political advertising cycle on record. AdImpact predicts $11.6 billion in total spending. That figure exceeds the $11.2 billion spent during the 2024 presidential election cycle and the $8.9 billion spent during the 2022 midterms.

For the midterms specifically, AdImpact estimates that $5.6 billion will go to broadcast companies. That represents 48% of projected political advertising spending ahead of the elections. Broadcast therefore commands nearly half of the political ad market, even though it is a much smaller part of the broader advertising economy.

The contrast is striking. Magna data published by S&P Global projects broadcast will account for only 7.7% of more than $470 billion in total U.S. advertising spending this year. Political campaigns use broadcast far more heavily than ordinary advertisers because local reach, voting audiences and perceived credibility matter especially during elections.

Campaigns are not buying only the largest viewing platform. They are buying access to voters who are likely to participate and can be reached in specific places. Broadcast stations offer local coverage across counties, while their audiences are generally viewed as more politically active. That makes broadcast useful for persuading and mobilizing voters.

A campaign can use local broadcast to reach a broad audience during news or a major live event. NFL games, for example, can deliver large groups of men, women, younger viewers and older viewers. Political strategists also value television because studies connect the number of television points purchased with movement in poll numbers.

Streaming still led television use at 49% in July, while broadcast had 19.5%. However, broadcasters are projected to receive $5.6 billion, or 48% of midterm political ad spending. Consultants also have decades of experience buying television, creating what one executive called “muscle memory.”

A national election is decided through results in many smaller areas. Daniel Kurnos said campaigns must win counties, so they need to reach voters in those counties. Local broadcast stations are built around those geographic markets, making them a practical way to deliver messages where votes are counted.

A campaign can place an advertisement on a local affiliate serving a particular community. That spot can run during local news, sports or network programming watched across the area. The message reaches many residents at once instead of relying on a national audience that may include people outside the campaign’s immediate target.

This local structure helps explain broadcast’s unusual political strength. Broadcasters are expected to capture $5.6 billion, or 48% of midterm political advertising spending, even though they represent only 7.7% of general U.S. advertising spending. The key advantage is geographic reach connected to county-level competition.

Broadcast can influence voters because it combines scale, audience targeting and familiarity. Its viewers are generally described as more politically active, so campaigns can reach people who are more likely to vote. Local stations also provide geographic coverage, while network programming supplies large audiences.

Live sports show the mechanism clearly. Terry Nelson said an NFL audience can include large segments of men, women, younger viewers and older viewers. A campaign buying a spot around such a game can reach many demographic groups at once. TVB also cited research showing broadcast or cable was the most important advertising medium for 42% of Democrats and 49% of Republicans.

Trust adds another layer. TVB’s Brad Seitter said viewers trust local broadcast news more than social media. Broadcast’s influence is not guaranteed, but its reach, voter-oriented audience, live events and perceived reliability keep it central to political campaigns.

The main alternatives are cable television, streaming services and social media. Cable offers established television channels and broad programming. Streaming delivers a larger share of viewing and can place ads around on-demand or live digital content. Social platforms can target users by interests and behavior and can encourage immediate interaction, although those advantages are not detailed in the article.

The article’s viewing figures show the competitive landscape. In July, streaming accounted for 49% of television use. Cable represented 18.7%, slightly below broadcast’s 19.5%. Social media is a separate digital environment, where viewers may encounter political ads while using a platform for other activities.

Each option has a trade-off. Digital platforms can offer targeting and flexible delivery, while broadcast provides local reach, major live audiences and perceived credibility. Brad Seitter argued that users are conditioned to distrust social media content, whereas viewers trust local broadcast news. That trust helps broadcast retain political spending despite streaming’s larger audience.

The political advertising market connects campaigns, consultants, media sellers and voters. Candidates, parties and political groups develop messages, often with help from consultants and communications firms. They then purchase advertising placements. Broadcasters and local affiliate stations sell available airtime, while advertising companies help organize, measure or deliver those buys.

The article gives a typical mechanism: campaigns purchase television points, meaning scheduled opportunities for viewers to see an ad. Those spots can run during local news, network programs or large live events such as NFL games. Repeated exposure can put a candidate or issue in front of voters across a targeted county or broader television market.

The intended effect is persuasion or mobilization. A TVB study found 42% of Democrats and 49% of Republicans considered broadcast or cable the most important advertising medium for their vote. Industry executives also cited studies linking television purchases with movement in poll numbers, though exposure does not guarantee a particular voting result.