Sinclair brought in $136 million from political advertising between July and September, contributing to better-than-expected third-quarter results. The company said political ad spending reached a record $455 million in 2026, up 55% from the previous midterm election cycle in 2022 and above the $405 million it generated during the 2024 presidential election. The previous midterm record was $333 million in 2022.
Total revenue rose 16% from the same quarter a year earlier to $893 million. Adjusted EBITDA more than doubled to $213 million, while earnings per share were 60 cents, compared with a loss of 2 cents per share a year earlier.
CEO Chris Ripley said results from other broadcasters were still pending, but early indications suggested local TV stations had maintained their share of political advertising compared with past cycles. He noted that some campaigns chose national broadcast ads over local stations, in part because of differences in cost. As a result, sports viewers on the East Coast could see political ads supporting Senate candidates in Texas or Iowa.
Rob Weisbord, Sinclair’s COO and president of local media, said the year’s political ad performance was encouraging for the 2028 election cycle. He expects early, substantial spending as both parties introduce their presidential candidates, and said Sinclair’s station footprint includes many battleground states. Weisbord also said industry commentary and forecasts point to local broadcast television remaining an important platform for political advertising.
Sources: Deadline.