When it comes to political advertising, every view counts. But if you are relying on traditional, linear TV strategies, up to 40% of potential voters will never see your message.

Rethinking the political advertiser’s playbook is a bipartisan issue – Republicans and Democrats alike are overindexing certain audiences and missing others entirely.  

Our new report, The Political Media Remix: How digital can make political TV buys smarter, explores how the television viewing landscape has changed and why political advertisers need to adopt a more targeted, data-driven approach, with a focus on digital and connected TV, if they want to win races in 2022 and beyond.

The report is based on a comprehensive set of proprietary data of consumers’ actual consumption of political ads in multiple 2020 and 2021 races, and includes:

• An analysis on how multiple 2021 campaigns not only fell short reaching audiences, but also created gaps in their exposures, reducing the effectiveness of campaign messaging
• A look at how historical spending strategies have proven cost-prohibitive in today’s landscape
• A revamped playbook for advertisers looking to fill in reach gaps for campaigns, using cutting-edge data and programmatic buying tactics