Political Ad Spend Drives Up CTV Prices, YouTube Captures 15.8% of US TV Time
· 2h ago · Originally reported by PPC Land
Heavy political advertising ahead of the US midterms has raised connected TV (CTV) ad prices to $43, making it harder for regional brands to secure local TV spots. Meanwhile, YouTube reached a record 15.8% share of US TV viewing time, according to Nielsen.
Why it matters
Political campaigns can significantly disrupt the digital ad market, affecting costs and access for other advertisers. YouTube's growing share highlights the shift from traditional to digital TV consumption.
Explain it like I’m new here
When lots of politicians buy TV ads, prices go up and regular brands get pushed out, while more people are watching YouTube instead of regular TV.
Terms in this story
CTV (connected TV)
CTV (connected TV) is any television connected to the internet, such as a smart TV, streaming stick, games console or set-top box, and the advertising shown in streaming apps on it.
Advertiser
An advertiser is the company, organisation or person that pays to place ads in order to sell products, build a brand, recruit, or spread a message.
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