CTV Is Shaping Election News Consumption Among Key Voter Groups

Recently, Optimum Media conducted a swing-state voter survey through our proprietary mobile advertising product, AdMessenger. From August 20-29, 2024, data was collected across all party lines from Arizona, Georgia, Michigan, Nevada, Pennsylvania, and Wisconsin, and over 1,865 responses were received to create the representative dataset. We asked what source the user primarily went to for news about the upcoming election and whether voters had recently seen a political ad(s) that influenced their voting decisions. 

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 messaging.

Male independents aged 18-34 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 views.

When it comes to multicultural audiences, African American females aged 18-34 stand out, being 50% more likely to use CTV as their primary source of election information.

Additionally, Hispanic males aged 18-34 reported being 30% more likely to have been influenced by a recent political ad, further highlighting the growing importance of ad-driven strategies in reaching key minority groups.

It 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 information.

Female independents aged 18-34 are 30% more likely than the general population to primarily rely on CTV for election information, making them a prime audience for streaming content.

Similarly, female Democrats aged 18-34 are 30% more likely to use CTV as their main source for election news, signaling the importance of CTV across political lines.

The 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 under-indexing demographics within our study was Hispanics.

With almost 68.5 million U.S. residents, Hispanics now represent more than 20% of the U.S. population. Hispanic Americans constitute a diverse and multifaceted group with varied language preferences, dialects, traditions, and ancestral influences that affect how advertising resonates.

According 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 demographic.

To summarize, marketers should focus on culturally relevant, audience-first 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 audience-first digital approach in effectively engaging swing-state voters.

As November 5th approaches, a well-executed GOTV strategy paired with persuasive messaging is crucial. Strategically allocating spend and deploying unique, tailored creative content can help "cut through the clutter" 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 most.