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Host Eric Wilson sits down with John Link, Senior Vice President of Data at Ad Impact, to unpack the eye-popping numbers behind the 2025-2026 political cycle—projected to become the most expensive midterm in U.S. history at $10.8 billion. Link reveals that three to four Senate races alone could hit the unprecedented $500 million mark, with Michigan, North Carolina, Georgia, and potentially Texas leading the way.

The conversation explores why House races are seeing the largest spending increases despite fewer competitive districts, how connected TV is capturing growing market share as the only expanding media category, and why early money is flooding the system faster than ever before. Link also discusses the real-world impact of mid-decade redistricting in states like California and Texas, the messaging challenges in saturated battleground markets, and why campaigns must navigate an increasingly fragmented media landscape that now includes streaming, digital, podcasting, and social platforms. For political professionals looking to understand where the industry is headed, this episode offers essential insights into the spending dynamics shaping the 2026 cycle.

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