Streaming TV and the Political Market: From a Midterm Year to a Presidential

New 2024 Report

Streaming TV and the Political Market: An Election Cycle of Investment and Growth

Ad-Supported OTT in the Campaign Space

In compiling this year’s report, C&E hosted conversations with strategists on both sides of the aisle to get a sense of how the CTV landscape has shifted ahead of this year’s presidential election. The four biggest takeaways: 1) Budgets continue to increase on CTV as the overall media mix for political campaigns is becoming more balanced between streaming and linear. 2) CTV platforms are increasingly investing in the space and working to adapt to the needs of political advertisers. 3) Political advertisers have largely bought into the need to embrace integrated media planning that sees CTV as a priority right from the start of the process. 4) Now that CTV is a given in media plans for presidentials and most federal campaigns and statewides, strategists are looking for optimization. That’s leading to experimentation, which will generate useful strategic lessons in the wake of the ’24 cycle.

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This report was produced by Campaigns & Elections in partnership with Premion.

Since its founding in 1980 Campaigns & Elections has been dedicated to being the go-to resource for political campaign professionals on the latest in campaigning, and developments in the industry at large.