Most US creators have not been approached by political advertisers

Key stat: 39% of US creators have been approached to work on paid political content for either this election year, past election years, or both, according to June 2024 data by Censuswide and Billion Dollar Boy.

Beyond the chart:

• Only 22% of US consumers welcome creators posting paid and nonpaid political content, the same report found.
• Traditional media political ad spending will reach $8.69 billion this year, up slightly from $8.22 billion during the last election year in 2020, per our June 2024 forecast. Meanwhile, social network political ad spending will reach $610 million this year, nearly double what it was in 2020.

Use this chart: Political advertisers can evaluate their use of creators and advocate for a more diverse channel mix.

Related EMARKETER reports:

• Political Content and Social Media 2024 (Subscription required)
• Creator Economy Revenues Forecast 2024 (Subscription required)

Methodology: Data is from an August 2024 Billion Dollar Boy survey conducted by Censuswide. 4,008 consumers ages 16+, 508 content creators, and 511 senior marketers and brand managers in the US and UK were surveyed during May 24-June 3, 2024.