We've been tracking the headline number, $10.8 billion in political ad spend this cycle, but the real story is the underlying shift. Broadcast is slipping, and connected TV is the only channel still growing.
Connected TV is projected to reach $2.48 billion this cycle, up 20% from 2024, while broadcast spend continues to slide. With more than 60% of U.S. households now using streaming as their primary TV source, the dollars are finally catching up to audience behavior.
What we keep coming back to is what this opens up down-ballot. CTV's precision targeting means a school board candidate or a state house race can reach voters inside their actual district, without paying for the spillover that comes with a traditional broadcast buy. It will reshape what a competitive media plan looks like at every level.
