Key Takeaways:

  • The 2026 midterm and primary cycle is projected to be one of the most expensive advertising cycles ever, approaching $10.8 billion in political spend.
  • Your response rates can collapse in primary heavy markets without a tailored plan.
  • Media costs skyrocket where political ad demand surges.
  • Suppression during key primary windows can protect ROI and keep your cost per lead intact.
  • The primary calendar starts early and stretches late. This election season is coming faster than you think.
  • A simple calendar + suppression strategy is the single biggest advantage you can build now.

 

 

 

Your response rates…

…could plummet in 2026.

That’s not hype.

That’s data.

That’s money.

And that’s your bottom line.

This Election Will Be Historic in Cost and Competition

Political ad spending for the 2026 election cycle is projected to hit roughly $10.8 billion, making it one of the most expensive midterm cycles on record — even compared to the historic 2024 cycle that exceeded $12 billion.

That means millions more dollars will be dumped into:
•   TV
•   CTV
•   Digital
•   Radio
•   Podcasts
•   And every other channel you use to reach prospects

…and they will outbid you for attention.

Here’s the Hard Truth

During high-profile primary months:
•   Clicks fall
•   Media costs skyrocket
•   Response drops
•   Costs per lead rise

All because political ad demand overwhelms inventory.

Election advertising doesn’t announce itself as the reason your response dropped.

And rising costs don’t tell you why your cost per lead suddenly spiked.

You just see the results… and the budget bleeding.

Why This Happens

Every campaign — national, statewide, congressional, local — competes for the same attention you do.

Political buyers will pay top dollar to reach voters.

That drives:
•   CPMs up
•   Algorithmic bids up
•   Inventory scarcity
•   Higher media costs across channels

…and your efficiency tanks.

The Plan That Gives You the Advantage

You don’t win by trying to compete with election buys.

You win by navigating around them.

Here’s the proven strategy:

Strategy #1: Know the Timing

You cannot optimize if you don’t know when the primary pressure hits.

The 2026 U.S. primary schedule is long and fast-moving.

Below you’ll find the state-by-state primary calendar — start planning suppression now. See the complete list of states and dates found below the FAQs in this article.

Strategy #2: Suppress at the Right Time (Media Costs Skyrocket Here)

Suppress marketing in the weeks leading up to each primary.

Rule of thumb:

  • Don’t market into election demand spikes.
  • Suppress 6–8 weeks before each state’s primary date.

That’s where costs skyrocket and response collapses.

This applies to:
•   Digital ads
•   TV & CTV
•   Radio
•   Podcasts
•   Direct mail
•   Email

Suppressing isn’t passive — it’s strategic.

Strategy #3: Channel-by-Channel Reality

Email:
Costs may not rise, but political email crushes inbox attention.

Direct Mail:
Postage doesn’t spike — but volume of political mail overwhelms households.

Digital / TV / Radio / CTV:
These channels see the most aggressive price inflation and attention loss.

Your suppression window protects your ROI.

Strategy #4: Plan & Execute Now

If you follow this calendar strategy:
•   Your average cost per lead stabilizes
•   Your ROI stays strong
•   Your marketing isn’t drowned out
•   Competitors without a plan lose share

Prepared marketers will outperform while others scramble.

Action Steps:
1. Map the primary dates in your key markets.
2. Build suppression windows in your campaign calendar.
3. Shift spend out of high-cost primary windows.
4. Reallocate to clean inventory after the surge.

If you need help with this planning and implementation —
call Michael at 615-933-4647 or email him at [email protected].

Our media team has been doing this with precision for over 40 years.

We don’t just buy media — we protect ROI.

FAQs:
Q: Should we stop all marketing nationwide?
No — focus suppression where primary demand peaks and shift spend elsewhere.

Q: Does this apply to B2B and niche markets?
Yes — platform-level demand impacts all audiences.

Q: What about direct mail and email?
Costs may be stable, but response still falls due to volume and attention saturation.

Q: Is there a universal suppression window?
6–8 weeks before each primary is the general rule.

Q: Does this affect year-round campaigns too?
Yes — all active funnels are vulnerable to election-driven cost dynamics.

Here Are the Primary Dates by State

Alabama May 19, 2026
Alaska August 18, 2026
Arizona August 4, 2026
Arkansas March 3, 2026
California June 2, 2026
Colorado June 30, 2026
Connecticut August 11, 2026
Delaware September 15, 2026
Florida August 18, 2026
Georgia May 19, 2026
Hawaii August 8, 2026
Idaho May 19, 2026
Illinois March 17, 2026
Indiana May 5, 2026
Iowa June 2, 2026
Kansas August 4, 2026
Kentucky May 19, 2026
Louisiana May 16, 2026
Maine June 9, 2026
Maryland June 23, 2026
Massachusetts September 1, 2026
Michigan August 4, 2026
Minnesota August 11, 2026
Mississippi March 10, 2026
Missouri August 4, 2026
Montana June 2, 2026
Nebraska May 12, 2026
Nevada June 9, 2026
New Hampshire September 8, 2026
New Jersey June 2, 2026
New Mexico June 2, 2026
New York June 23, 2026
North Carolina March 3, 2026
North Dakota June 9, 2026
Ohio May 5, 2026
Oklahoma June 16, 2026
Oregon May 19, 2026
Pennsylvania May 19, 2026
Rhode Island September 8, 2026
South Carolina June 9, 2026
South Dakota June 2, 2026
Tennessee August 6, 2026
Texas March 3, 2026
Utah June 23, 2026
Vermont August 11, 2026
Washington August 4, 2026
West Virginia May 12, 2026
Wisconsin August 11, 2026
Wyoming August 18, 2026

About Craig Huey:
Craig Huey is President of Creative Direct Marketing Group (CDMGinc.com), a 30-year leader in direct response advertising and multi-channel marketing. Under his leadership, CDMG has:

  • Tested more than 10,000 digital marketing variables.
  • Mailed over 10 million pieces of direct mail in the last year alone.
  • Won more than 120 awards for marketing excellence.

Craig is also the publisher of Direct Marketing Update, the trusted newsletter for company presidents and marketing directors looking to maximize ROI with cutting-edge, accountable advertising strategies.

Unlock Explosive Growth with CDMG, Inc.
Your Partner for Digital Success 

In today’s fast-paced world, you need more than just an agency—you need a partner who drives growth, amplifies your brand, and delivers results that matter. That’s where CDMG comes in. 

We’re not just another ad agency. We are a top advertising and marketing powerhouse that specializes in driving real, measurable results and profits. Our award-winning team, led by marketing veterans Craig and Caleb Huey, is dedicated to supercharging your advertising efforts and transforming your business. 

Why CDMG? 

  • Proven Success: 120 prestigious awards in 2024 alone. 
  • Data-Driven Strategy: We don’t guess. We know what works. Our campaigns are crafted with precision to deliver maximum ROI. 
  • Expertise Across the Board: From media buying to digital copywriting, testing, and direct-to-consumer strategies—we’ve got it all covered. 
  • Real Results: We’ve helped launch new products, reposition brands, and turn small businesses into multimillion-dollar success stories. 

Let us help with your video needs!
We produce:
• Pre-roll videos
• Video sales letters (VSLs)
• TV commercials
• Infomercials
• Addressable TV
• Videologs
…and much more! 

Whether you’re looking to launch a new product, reposition your brand, or supercharge your e-commerce growth, CDMG is the partner you need to dominate your market. 

Are you ready to see how we can drive your growth?
Let’s talk. Call Michael Oppenheimer at 615-933-4647 or email [email protected] today. Don’t wait—start transforming your marketing results now with CDMG, Inc. 

Act now, grow faster, and achieve more with CDMG.