As we move into the second half of 2025, advertisers are facing a familiar challenge: how to make the most of remaining budgets while laying the groundwork for a strong start to 2026. In this environment, addressable TV advertising isn’t just a smart addition – it’s a strategic imperative.
According to recent reports, political ad spend continues its upward trajectory with the 2024 election cycle seeing the most spend in any cycle to date – hitting a record-breaking $11 billion.
With disposable income topping $950 billion – more than double what it was a few years ago – Gen Z is an audience not to be ignored. And while they have a smorgasbord of media options to choose from, this “digital-first” generation still regularly engage with TV.
The 2024 election cycle ended by hitting another record-breaking amount in political advertising spend – reaching nearly $11 billion. While it shows no sign of slowing down, advertisers are more challenged than ever when it comes to reaching potential voters as they fragment across more screens and platforms.
Addressable TV advertising is growing as a complementary strategy for multiscreen TV advertising, as it provides more efficiency, accuracy, and accountability than traditional TV advertising alone.
In the early days of addressable TV advertising, it was best known as a tactic for niche advertisers to reach precise audiences. If national TV delivered too much waste against a narrow target, addressable TV advertising offered a new solution.
Chris Vail, VP, Political Sales at Comcast Advertising shares why political advertisers are turning to addressable TV advertising to complement their traditional TV and digital ad buys, allowing them to target specific households with tailored messages.
With November quickly approaching, candidates are doubling down on their advertising efforts to make sure they are reaching voters and potential voters. With viewership fragmented across screens, platforms, and devices, it is becoming more difficult for all advertisers to confidently target, engage, and create impact with voters where they are engaging with premium content.
The race to November is in its final stretch and it’s more important than ever for political advertisers to be able to reach potential voters. According to AdImpact, the overall 2023-2024 election cycle is predicted to be the most expensive to date, with over $10 billion projected in ad spend.
The 2024 political advertising season is shaping up to be the most expensive in history. And with so many political ad dollars in play, non-political brands may find it more difficult to stand out in a loud political climate.
