A new study from LG Ad Solutions finds that regardless of political affiliation, connected televisions (CTV) and streaming platforms are the top choice for political news viewers.
According to the study "The Big Shift: Political Edition," 57% of Republicans, 63% of Democrats, and 70% of Independents stated they prefer watching streaming TV compared to cable, satellite, and broadcast. The study also found that over the past 12 months, viewers across political parties have begun watching less linear TV, with Democrats watching 27% less, Republicans watching 35% less, and Independents watching 39% less.
More than 93% of survey respondents across parties indicated that they multitask across devices while streaming, creating extended opportunities to engage on mobile and desktop.
The study also found that 68% of Democrats, 56% of Independents, and 61% of Republicans are cycling through streaming apps, meaning they have added an app and then canceled or paused an app after watching specific content.
“This research underscores a seismic shift towards streaming across all political affiliations and geographic regions in the U.S.,” Keith Norman, VP of sales, political practice, at LG Ad Solutions said in a statement. “Political marketers must adapt their outreach strategies accordingly, prioritizing CTV and streaming to ensure comprehensive voter engagement.”
According to forecasts by AdImpact, CTV ad spend is projected to surge by 24% to $1.34 billion compared to the 2022 midterms, surpassing major digital platforms Google and Facebook ($1.2 billion) and doubling projected combined spending on linear TV ($671 million).
