As midterm elections draw near, it should come as no surprise when political ads flood TV commercial breaks. Traditional TV has long served as the foundation for many successful political ad campaigns. But new research reveals that political advertisers who rely solely on traditional TV – particularly, cable news channels – are likely to be missing out on some audiences. 1
Effectv’s infographic, Political Advertising 2022: Why TV + Streaming are the Perfect Running Mates, highlights how streaming advertising complements traditional TV.
The data based on nearly 20 million impressions, spanning over 200 political advertising campaigns during the 2022 primaries, reveals TV and streaming work better together at delivering audiences.1 These insights also identify a formula that strikes a balance between traditional TV and streaming advertising for maximized reach.
“With midterms around the corner, advertisers need to pinpoint where they can optimize their budgets – across all mediums – and allocate funding accordingly,” said Dan Sinagoga, Head of Political Sales at Effectv. “Balance is needed now more than ever, with political advertising spend set to hit a record of $9 billion this season, so it’s critical that advertisers have a way to reach incremental audiences, regardless of how they are consuming TV content.”
Although TV continues to be foundational to media plans, streaming is becoming an increasingly important element in political advertising.
Download Effectv’s latest infographic to learn how streaming delivers incremental audiences for political advertisers.
1. Comcast Aggregated Viewership Data combined with Ad Exposure Data from TV + Effectv Streaming campaigns (1H ‘22) for Political campaigns. Targets include Frequent Primary Election Voters as defined by L2; Heavy & Light Cable News Viewers as defined by Comcast Aggregated Viewership Data, and Total Households.
2. Comcast Aggregated Viewership Data combined with Ad Exposure Data from TV + Effectv Streaming campaigns (2H ‘21).