Election Day is Tuesday, and as millions of Americans get ready to head to the polls, political ads have been pouring in to local markets. New research from independent planning and buying firm Mercury found that the hotly contested 2018 midterm elections will have a huge impact on local TV inventory. Mercury added up the number of political races in a local market and how competitive those races will be in order to determine each market’s “predictive political spend score,” a metric intended to gauge that impact.
“It’s safe to say this will be the most complex election our country has ever seen,” said Alison Monk, evp, managing director of Mercury. “Local markets are already struggling to handle the deluge of ad requests. We just want them to help make sense and take stock as much as possible so they can optimize their ad loads effectively.”