A survey of 302 advertising decision-makers commissioned by Premion indicates that 32 percent plan to allocate budgets to political streaming campaigns within the next year. While respondents value CTV for its targeting and measurement capabilities, they identified significant challenges regarding audience quality, scale, and cross-platform measurement.
The shift toward digital political spending signals a move away from the broad-reach inefficiency of traditional local news buys toward data-driven voter targeting. For the streaming ecosystem, this influx of political capital validates CTV's measurement capabilities but also exposes persistent friction regarding cross-platform attribution and local inventory scale. As agencies outpace brands in adoption, the industry must address the 51 percent of buyers concerned with cross-publisher tracking to capture larger portions of campaign budgets. Watch for whether TEGNA and Premion expand local inventory partnerships to solve the scale issues cited by over half of the survey respondents.
A recent Premion survey conducted by Advertiser Perceptions reveals that 32 percent of advertising decision-makers plan to allocate political streaming ad spend this year. This shift highlights a growing preference for data-driven voter targeting and efficiency over traditional linear television, signaling a significant evolution in how political campaigns reach voters.
According to the Premion survey, 32 percent of advertising decision-makers intend to allocate political streaming ad spend within the next year.
Advertisers prioritize spending efficiency and audience targeting, with 53 percent of buyers favoring these digital capabilities over the broad-reach approach of traditional linear television.
The survey identifies audience quality and local scale as significant hurdles, cited by 54 percent of respondents, while 51 percent of buyers expressed concern regarding cross-publisher tracking.
Agency respondents are more likely to invest in political CTV, with 36 percent planning spend compared to 25 percent of brands.
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