57% of Republicans prefer streaming TV for political content
A new study by LG Ad Solutions indicates that U.S. viewers increasingly prefer streaming over linear TV for political content, regardless of political affiliation. The study suggests that Connected TV (CTV) is crucial for political marketers this election cycle, with forecasts projecting CTV ad spend to reach $1.34 billion, surpassing major digital platforms. Additionally, the research highlights the growing adoption of FAST channels and high rates of multitasking among CTV viewers.
Key Takeaways
- AdImpact forecasts CTV political ad spend at $1.34 billion, up 24% from the 2022 midterms and above Google and Facebook’s $1.2 billion.
- LG Ad Solutions surveyed more than 900 U.S. CTV users for “The Big Shift: Political Edition.”
- Linear TV viewing fell over the last 12 months: 27% for Democrats, 35% for Republicans, and 39% for Independents.
- FAST channels drew preference from 69% of Democrats, 72% of Republicans, and 66% of Independents versus ad-free subscription streaming.
- 93% of CTV viewers across parties said they multitask across devices while streaming.
Why It Matters
The immediate takeaway is that political advertisers need streaming in the media mix now, not just as an experiment, because voters across party lines say they prefer CTV over linear TV. The broader competitive signal is in the spend forecast: AdImpact expects $1.34 billion in CTV political ad spend, ahead of Google and Facebook at $1.2 billion and more than network cable, satellite, and radio combined at $671 million. The next datapoint to watch is whether those CTV dollars translate into the kind of direct-to-glass targeting LG Ad Solutions describes as campaigns cycle among apps and devices.
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