The campaign teams supporting Donald Trump and Kamala Harris in the race to the White House are expected to spend a total of more than $10 billion.

A journalist with the CBS network, Larry Magid, explains why most of the money will be spent on political advertising on television.

Professor Natasha Lindstaedt, from the University of Essex explains analyses why spending on American political campaigns continues to escalate.

The marketing expert, Allyson Stewart Allen, explains how the creative teams behind the political messages have learned lessons from advertising products like a new brand of drink.

We also hear from Robin Porter, the Head of Political at Loop Me on how the company’s artificial intelligence is helping to target voters, notably in swing states.

Produced and presented by Russell Padmore

(Image: Voters in Santa Monica. Credit: Getty Images)