John Link, Senior VP of Data at Ad Impact, dives into the staggering $10.8 billion projected for the upcoming political cycle, which could be the priciest midterms in U.S. history. He highlights that some Senate races, like those in Michigan and Georgia, may reach $500 million. Surprisingly, House race spending is surging despite fewer competitive districts. Link explores the explosive growth of connected TV as a vital advertising platform, discusses redistricting impacts, and emphasizes the need for campaigns to adapt to a fragmented media landscape.
