Political advertisers are looking to streaming TV to make every campaign dollar work harder. With nearly one-third of advertisers planning political campaigns over the next 6–12 months, efficiency, smarter voter targeting and accountability are driving CTV investment. But reaching the right local voters at scale, understanding audience quality and demonstrating measurable impact remain critical challenges.
Key Takeaways:
Efficiency and accountability drive political CTV investment. More than half (53%) of political advertisers cite improving campaign spend efficiency as a top driver of streaming/CTV investment, underscoring the pressure to maximize the impact of every media dollar.
Streaming TV helps political campaigns reach beyond linear TV. Nearly half (47%) prioritize reaching voters who are difficult to reach through traditional TV, highlighting CTV’s role in expanding campaign reach and connecting with audiences across screens.
Incremental reach and voter engagement top measurement priorities. Measuring incremental reach beyond linear TV ranks as the top priority (52%), reflecting advertisers’ growing focus on demonstrating the added value of streaming TV.
Local scale and audience quality remain major challenges. Understanding audience composition and quality ranks among the leading challenges (54%), highlighting the need for solutions that combine quality audiences, local reach and actionable measurement.
