During election cycles in particular, local marketing becomes an essential part of the media mix, allowing campaigns to deliver personalized messages to the right groups of voters. And these days, it’s not just about physical flyers and linear TV ads: the move to streaming has provided additional opportunities to reach viewers in specific regions.
A Madhive’s recent report reveals how political campaigns are leveraging connected television (CTV) not only at the state level, but also by congressional district. And things really heated up in September, with a notable 489% increase in political ad impressions on CTV compared to August. Political advertising surged days before the debate between Vice President Kamala Harris and Donald Trump, and increased again mid-month.
A quarter of all political ads aired on CTV in September were focused on the presidential election, with 70% targeting just three states: Michigan (27%), Pennsylvania (24%) and North Carolina (19%). %). Madhive reports that the campaigns are primarily large-scale and target young voters (ages 18-24) and the overall demographic of 35 and above.