Political Programmatic CTV Spend Share Grew 60% Between 2020 and 2022

2 Min Read

According to a study by Basis Technologies, Connected TV advertising may become the preferred platform for political spending in the 2024 presidential race. The study found that programmatic ad impressions and spend on Connected TV devices increased by over 60% from 2020 to 2022. Video overall was the most popular format for digital advertising, making up a 68% share. Connected TV was a key driver for video’s popularity, with CTV programmatic advertising spend growing from 19% of total budgets in 2020 to 30% in 2022.

The study also revealed that CTV had a significant impact on shifting media spend by device, especially for direct buying methods. CTV ads made up almost half of direct spending for 2022 political marketers, contributing to the decline in social advertising share over the past elections. Overall, the study highlights the increased role Connected TV will play in successful political campaigns, and the need for a combination of speed, engagement, and measurability to win future races.

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