- January 24, 2024

3 Ways Political Advertisers Can Win With CTV in 2024

Angela Rodriguez
Angela Rodriguez
Global Commercial Leader
Proximic by Comscore

Another presidential election year is upon us. Same old, same old, right? Not quite.

When it comes to how Americans consume TV content a lot has changed since the last presidential election cycle. Let’s break it down:


3 ways political advertisers can win with CTV in 2024

With about half of all TV viewership hours still occurring on linear TV, it will remain a major source of audience reach in the 2024 election cycle. However, because the other half of viewership will be occurring on CTV devices, a cohesive, cross-platform voter engagement strategy that considers both linear and CTV consumption will be critical to move the voter needle. Here are three ways political advertisers can embrace CTV in 2024:

  1. Reach CTV consumers, without advertising restrictions
    Some CTV platforms place restrictions on political advertisements, but it is still possible to reach those streamers while they consume other unrestricted, non-CTV content. Proximic by Comscore offers audience targeting according to CTV content consumption behaviors, including segments for heavy CTV watchers or watchers of specific CTV platforms such as Netflix or Hulu. Targeting these audiences across other digital platforms ensures reach against the CTV watchers who are cord cutters and not exposed to linear advertisements.

  2. Win at the local level
    Even in national races votes are cast locally, and having a localized digital targeting strategy that includes CTV is table stakes. Combining political audience targeting with geo-targeting overlays will help you drive ad reach where it matters to win in key battleground regions.

  3. Safeguard your CTV placements
    Programmatic CTV advertising can come with restrictions around where ads may be placed. This can be resolved by using the right brand safety and suitability targeting, as well as by targeting to prevent ads from appearing alongside content that contains misinformation or media bias.

Contact our political team today for a full list of our political audiences, including brand safety and suitability solutions, or to learn more about how you can implement an effective digital strategy this election cycle.