The short version

Brian Wieser predicted on April 21, 2024: “It’s important to note that this increase does not take into account political advertising, which Wieser anticipates will total $15.5 billion across all platforms.” Verdict: Still evolving. Wieser anticipated $15.5B in 2024 US political ad spending across all platforms on his own model's scope (his in-scope 2020 baseline was $14.1B, GroupM's estimate). AdImpact's…

Prediction by

Brian Wieser

On April 21, 2024

“It’s important to note that this increase does not take into account political advertising, which Wieser anticipates will total $15.5 billion across all platforms.”

Follow-up

Wieser anticipated $15.5B in 2024 US political ad spending across all platforms on his own model's scope (his in-scope 2020 baseline was $14.1B, GroupM's estimate). AdImpact's tracked-buys final for 2024 was ~$11B (NBC News, Nov 2024) - a narrower scope (its 2020 comparable was $9B), so the $15.5B cannot be cleanly judged against it. Industry forecasts for the cycle ranged from ~$10B to $15B depending on definition.

From the High Caliber AI network — see the AI for PR module in the course.