Despite Overall Viewing Shifts Towards Streaming, the Majority of Political Ad Budgets Go to Linear Television

A new whitepaper from AdImpact looks at political advertising trends on CTV for the 2024 election cycle

ALEXANDRIA, Va.–(BUSINESS WIRE)–AdImpact, the world’s only integrated ad intel and viewership datasets that contain local broadcast, local cable, and CTV, and Google, today announced a whitepaper, “Tipping Point: How the Shift of Live Sports to Streaming Is Accelerating the Growth of CTV Advertising,” which looks at the changing television landscape and how shifting live sports viewership trends will impact political television advertising.

The whitepaper reveals that while there are now two CTV viewers for every one linear viewer in the United States- and while 45% of ad budgets are moving to streaming globally, political media budgets continue to be dominated by broadcast television, accounting for 58% of spending in the 2020 election cycle, 53% in 2022, and an anticipated 51% in 2024.

However, the increased presence of live sports on streaming, with AdImpact data showing that the weekly share of users watching live sports on streaming has nearly surpassed 50%, might serve as the tipping point that directs more political media budgets towards streaming.

Additionally, turning to streaming platforms can enhance the reach of political advertising campaigns. Google research shows that advertisers who shifted budgets to CTV in key 2022 races were better able to reach their target audiences. A recent cross-media Google study showed from May through July in the 2022 Georgia Senate race that YouTube reached over 3.5 million people in the campaign’s target audience, and with that audience, over 50% saw a YouTube ad on the TV screen. Similarly, in October of the 2022 Wisconsin Senate race, linear and YouTube ads combined to reach over 90% of the campaign’s target audience, and over 45% of the YouTube ads were on the TV screen.

“Reach is a key currency for political advertising campaigns. With the rise of premium inventory on streaming platforms, political advertisers now have a wider range of opportunities to access targeted viewers directly,” said Kyle Roberts CEO of AdImpact,

For more information or to download the whitepaper, please visit:

About AdImpact

AdImpact is a leading advertising intelligence (SaaS) company. We specialize in tracking and analyzing advertising data across various media channels, including traditional, digital, and emerging platforms. Our real-time monitoring captures over one billion TV ad occurrences daily. We maintain the industry’s largest ad catalog of over 1.2m unique creatives. Our coverage extends across all 210 designated market areas (DMAs), over 41,000 zip codes, and over 20 million IP addresses. Currently, we capture data and analytics for over 88,000 brands and advertisers. Our reliable real-time data and analytics empower users to monitor competitor ad occurrences, spending, messaging, and creatives, facilitating quick and informed decision-making. To learn more about AdImpact’s capabilities, please visit or request a demo.


Sara Serbanoiu

Written by SerieAUKWire

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