Study Finds Streaming TV Environments Essential for Political Marketers This Election Cycle
LG Ad Solutions Study Reveals Streaming TV is Key for Political Marketers This Election Cycle
In a groundbreaking new study, LG Ad Solutions has uncovered that streaming television environments are a critical channel for political marketers to connect with voters in the upcoming election cycle. The study, which surveyed over 900 U.S. CTV users affiliated with a political party, found that regardless of political affiliation, the majority of voters prefer streaming TV over traditional broadcast, cable, and satellite TV.
The report comes at a time when streaming has surpassed linear TV in popularity among U.S. TV households, marking a significant shift in media consumption habits. With CTV ad spend projected to surge by 24% compared to the 2022 midterms, reaching $1.34 billion, it is clear that political advertisers are recognizing the importance of leveraging this platform to engage voters.
Keith Norman, VP Sales, Political Practice at LG Ad Solutions, emphasized the significance of this shift, stating, “This research underscores a seismic shift towards streaming across all political affiliations and geographic regions in the U.S. Savvy political marketers are adapting their strategies and tactics accordingly by prioritizing CTV to ensure comprehensive reach and engagement with their holistic media plans.”
The study also revealed other key findings, such as the decrease in linear TV viewership across all political parties, the growing adoption of FAST channels, and the multitasking habits of CTV viewers. These insights highlight the need for political marketers to adopt a direct-to-glass strategy that targets viewers across multiple streaming apps and devices.
Overall, the study, titled “The Big Shift: Political Edition,” sheds light on the evolving landscape of political advertising and the importance of incorporating CTV into campaign strategies. With streaming TV becoming a must-have channel for political marketers, it is clear that the future of political advertising lies in the digital realm.
