Next Up to Cut the Cord: Political Campaigns [Protocol]

Next Up to Cut the Cord: Political Campaigns [Protocol]

BY JANKO ROETTGERS

September 8, 2022 | The week after Labor Day traditionally marks the beginning of the fall election season, with campaigns rushing to get their message on the airwaves before the November midterms. And this time around, cord cutters won’t be spared from the ad onslaught.

Campaigns from both sides of the aisle are expected to spend $1.2 billion on streaming ads this midterm season, according to recent estimates from analytics company Kantar. “Connected TV is really the big story in political advertising this year,” said Grace Briscoe, SVP of client development at Basis Technologies, a Los Angeles-based ad and marketing software company. “Every campaign we’re working with, up and down the ballot, even small state legislative races [and] mayoral races, they’re all looking to explore connected TV.”

That’s a welcome reprieve for the streaming industry, which has seen spending on ads slow down due to supply chain shortages, late-pandemic uncertainties and inflation woes. The surge in political ad spend is also giving political campaigns a chance to target audiences that have long eluded them, and it’s setting up these operations for a quickly approaching post-cable future.

Read more on Protocol.

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