Political Ad Spend Crowds Out Regional Brands on CTV During Holiday Season
· 2h ago · Originally reported by Digiday
Increased political advertising during the midterm election cycle is making it more difficult for regional and local brands to secure connected TV (CTV) ad inventory for their holiday campaigns. The surge in political spending is driving up competition and costs, limiting access for non-political advertisers.
Why it matters
Political campaigns often outbid other advertisers, especially during election cycles, which can disrupt regular marketing plans and inflate ad prices for everyone else. This impacts how effectively brands can reach their audiences during critical sales periods.
Explain it like I’m new here
It's like a big group buying all the best seats at a concert, so smaller groups can't get in for their favorite show.
Terms in this story
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.
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.
Reach
Reach is the number (or percentage) of unique people or households who saw an ad at least once during a campaign, as opposed to the total number of impressions.
Ad inventory
Ad inventory is the total amount of advertising space a publisher has available to sell, usually counted in impressions across its ad slots, pages, apps or screens.
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