If you talk to political buyers, they will tell you two things: TV advertising works to get out the vote and the smaller the population center, the harder it is to reach key voting blocs. This is often because small markets have limited broadcast and TV inventory.
This is why VIZIO, Roku, and Hulu are pushing into local streaming. It’s also why networks are diversifying their broadcast buyers with streaming “reach extension”-- which enables buyers to find audiences in suburban areas via streaming across multiple services.
Madhive, which provides the streaming infrastructure powering CTV advertising and reach extensive for local broadcasters like Fox, Scripps and Hearst has provided us with a few indicators from a large sample size comprising all zip code activity in the U.S. A few quick findings:
The political races driving the most CTV ad impressions were:
As the map shows, dollars were scattered across the U.S. in distinct markets.
The top congressional districts for CTV ad impressions were:
