45% of Digital Political Ad Spend in 2024 Will Go to CTV

2 Min Read

Looks like Connected TV is the new campaign HQ of digital political ad spend. New data from eMarketer reveals that during the 2024 election cycle, advertisers are expected to spend around $1.5 billion on the channel — around 45% of all political digital spend. That’s a massive jump from the 19% allocated to Connected TV by political advertisers during 2020. 

There are a few reasons for that growing interest in CTV — number one being growing Connected TV viewership. Since 2020, CTV has gained over 20 million users, with even more growth expected by the end of 2024. And considering there’s even more CTV inventory to go around this year, thanks to the recent rise of ad-supported tiers and streaming platforms, it’s perhaps unsurprising that political advertisers are looking to take advantage of a channel with the reach of linear TV and the performance marketing capabilities of any other digital channel.

Connected TV in the News

Walmart’s $2.3B Vizio Deal Highlights Retail-Streaming Marriage
Axios
The agreement is a big bet on streaming revenue and customer data, and will make Walmart a major player in Connected TV advertising — putting it in competition with Roku, Amazon and YouTube.

Curating Context: An Analysis of Brand Favorability and Connected TV Ads
MNTN Research
A consumer research study by AVCA has highlighted Connected TV ad qualities that were more conducive to increasing engagement, and significantly enhanced the performance of programmatic TV campaigns.

Live TV Is the New Streaming
Wired
“Biggest audience since the moon landing.” That was the headline when Nielsen released viewership numbers for Super Bowl 2024. Looks like live TV is making a comeback, and it has streaming to thank.