Infographic: The Impact of the 2018 Midterms on Local TV Inventory

Data shows the election 'will be the most complex … our country has ever seen'

Mercury added up the number of political races in a local market and how competitive those races will be. - Credit by Getty Images
Headshot of Sammy Nickalls

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.”

This story first appeared in the November 5, 2018, issue of Adweek magazine. Click here to subscribe.

@sammynickalls sammy.nickalls@adweek.com Sammy Nickalls is a freelance writer and the former departments editor at Adweek.
Publish date: November 4, 2018 https://dev.adweek.com/brand-marketing/infographic-the-impact-of-the-2018-midterms-on-local-tv-inventory/ © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT