Brands are facing limited ad volumes and increased CPMs in swing states, compelling many to shift budgets towards non-competitive regions during election season.
In swing states like Georgia and Pennsylvania, CPMs have risen 8% year-over-year, forcing brands to reconsider their advertising strategies to maximize effectiveness.
National advertisers are diverting spending to non-swing states, which are seeing a 2.2x increase in CTV ad budgets compared to their swing state counterparts.
Political campaigns saturate linear TV advertising, providing regional brands in swing states more opportunities in the less contested CTV inventory.
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