CTV Is Shaping Election News Consumption Among Key Voter Groups

The results shed light on how varying demographics consume election information and political ads giving campaigns more insight into and strategically targeting these groups The data showed that CTV campaign placements are a leading source for election information among specific important audience segments within these swing states Additionally these same coveted voting blocs are also likely to be influenced by political messagingMale independents aged 1834 are 20 more likely to have seen or heard a recent ad that has influenced their voting decisions indicating that ads play a pivotal role in shaping their political viewsWhen it comes to multicultural audiences African American females aged 1834 stand out being 50 more likely to use CTV as their primary source of election informationAdditionally Hispanic males aged 1834 reported being 30 more likely to have been influenced by a recent political ad further highlighting the growing importance of addriven strategies in reaching key minority groupsIt is not just younger viewers who are turning to streaming for election information African American males aged 35 are 50 more likely to use CTV as their primary source of election informationFemale independents aged 1834 are 30 more likely than the general population to primarily rely on CTV for election information making them a prime audience for streaming contentSimilarly female Democrats aged 1834 are 30 more likely to use CTV as their main source for election news signaling the importance of CTV across political linesThe study additionally highlighted several key areas where certain voter demographics are underrepresented in terms of having seen or heard helpful political ads These gaps present opportunities for campaigns to better target these groups and tailor messaging to their needs One of the largest underindexing demographics within our study was HispanicsWith almost 685 million US residents Hispanics now represent more than 20 of the US population Hispanic Americans constitute a diverse and multifaceted group with varied language preferences dialects traditions and ancestral influences that affect how advertising resonatesAccording to our study Hispanic adults are 50 less likely to have encountered helpful ads signaling a need for more targeted ad campaigns for this group Hispanic males aged 35 are 40 less likely to report seeing a helpful ad than the general population Hispanic females are similarly 40 less likely to have seen or heard a helpful ad indicating an overall gap in reaching this demographicTo summarize marketers should focus on culturally relevant audiencefirst strategies to acquire engage and activate Hispanic voters Additionally as voters increasingly turn to CTV for political news campaigns looking to reach younger independent and minority voters should consider prioritizing this medium These insights underscore the importance of an audiencefirst digital approach in effectively engaging swingstate votersAs November 5th approaches a wellexecuted GOTV strategy paired with persuasive messaging is crucial Strategically allocating spend and deploying unique tailored creative content can help quotcut through the clutterquot at critical moments This includes incorporating clear calls to action such as leveraging technology to help voters find polling locations or add election dates to their calendars Ultimately success will hinge on reaching the right voters with the right message when it matters mostPosted at MediaVillage through the Thought Leadership selfpublishing platformClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillageorgMyersBizNet

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CTV Is Shaping Election News Consumption Among Key Voter Groups

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Jenna Walker

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