"This is the first presidential election where connected television advertising has been available at scale," says Mark Jablonowski, president and CTO of DSPolitical. "Four years ago, it just wasn't there."
Consumers are experiencing this shift to widely varying degrees, depending on the state they live in as well as which streaming service they subscribe to. Some services are already saturated with campaign ads, while others do not allow political advertising at all, making their viewers even more elusive to both political parties.
There's a simple explanation for why campaigns are reallocating ad dollars to streaming: It's where voters are spending more and more of their time. Cord-cutting has chipped away at traditional pay TV for years, but the trend accelerated during the pandemic.
Comcast, the nation's largest cable TV company, reported about 13 million pay TV subscribers in its most recent quarterly report, a huge dip from 20 million in 2019. Meanwhile, streaming has exploded, with Roku users streaming over 30 billion hours of programming per quarter.
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