A look at political ads and the 2024 election

A massive $10.7 billion dollars will be spent on political ads during this year's election cycle, according to ad tracking companies.

That would be a 19% jump from the 2020 cycle, marketing expert Jeff Hedich, president of the Prodigal Company, says this is due in part to inflation.

"We've seen increases pretty much every presidential cycle in both costs and number of spots run for at least for five cycles," Hedich said. "We've just gone through the highest period of sustained inflation since the 1970s. Everything to a certain degree costs at  least 20% more."

Despite this, Ad Impact says its tracking more than 7,400 TV ads - that's 2,600 more than four years ago.

Hedich says ads for TV and streaming are more coveted because they reach more, especially undecided voters.

"Local TV news is especially what campaigns love because that's where the voters are," Hedich said.

A growing trend in using digital content and  A.I. created content to advertise this cycle.

"There's a growing body of thought that television is better at persuading someone a little bit, where digital display ads are more for your own base to encourage them to get out and vote," Hedich said. "It's a really low-cost way to remind people that not only an election is coming up but why it's important."

Artificial intelligence will also play a role in advertising this election, though it's not going to be clear about its impacts until after the election is over, Hedich said.

He adds that candidates are also spending big money on advertising in Ohio not only for the presidential race but for congressional and other down-ballot issues.