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Political advertisers are notoriously risk-adverse, but candidates, campaigns and advocacy groups are ready to give up the myth of linear television as the default way to reach and persuade voters.
The 2022 election cycle is expected to see a record amount of political ad spend going to streaming, even compared to the 2020 presidential cycle, which is unprecedented for a midterm. Advertising analytics platform AdImpact projects streaming will account for nearly 15% of political ad spend this year.
For reference, broadcast TV could account for about half of all political spend, but industry execs say that gap is closing – and quickly.
“Political advertisers live and die by TV – it’s their bread and butter,” said Grace Briscoe, SVP of client development at the DSP Basis Technologies.
Read more in AdExchanger.