Political campaigns target voters on Roku and Hulu ahead of election

As the U.S. presidential election approaches, political campaigns are increasingly turning to connected TV platforms like Roku and Hulu for advertising. The Kamala Harris campaign has committed $200 million to ad space on these streaming services, reflecting a significant shift in political ad spending. Data from AdImpact indicates that connected TV platforms have garnered approximately $236 million in ad sales related to the presidential race by late August 2024, surpassing digital platforms like Facebook and Google, which brought in just under $235 million during the same period. This trend highlights a growing recognition of the engagement potential of connected TV, as campaigns allocate budgets to maximize their reach. Jaime Vasil Winkelfoos from Basis Technologies emphasizes the importance of CTV for political campaigns, especially as traditional broadcast television still dominates overall ad spending. Despite the increase in connected TV ad spending, it remains a small fraction compared to traditional media, which continues to capture the majority of political advertising dollars. The shift in ad spending is also evident in the decline of political ads on Facebook and Google, which have seen a drop of more than half since 2020. This change has led to a more competitive landscape for ad space, particularly in battleground states like Georgia, where both presidential campaigns are vying for visibility. With 16 electoral votes at stake, the push for ad space on both CTV and linear broadcasting is intensifying as the election date draws near. Overall, the evolving landscape of political advertising reflects broader changes in media consumption habits, as more voters turn to streaming services. This shift not only impacts how campaigns strategize their outreach but also indicates a potential long-term change in the political advertising ecosystem as connected TV continues to gain traction.