Political ad spending is projected to reach up to $10.8B in 2026.1 Now is the time to understand where the biggest opportunities lie across multiscreen TV, i.e., traditional TV and streaming.
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Traditional TV and streaming remain the most trusted and influential mediums for political information, with over 90% of multiscreen viewing occurring on the TV screen.2 According to a Comcast Advertising survey conducted in partnership with Dynata3:
Voters are 95% more likely to say TV ads feel more authentic than ads on social media.
64% of voters rely on TV as their primary way to stay informed, across all affiliations.
Voters show nearly 3X more confidence in TV information accuracy versus social media.
*Multiscreen TV refers to multiple TV/streaming endpoints (traditional TV & streaming)
Key takeaway
Even as media consumption fragments, TV continues to shape voter understanding and trust. Campaigns that invest in premium multiscreen video earn credibility, and attention, in ways that digital channels can’t match.
Political ads work, but they must reach the right audiences in the right environments however they are watching. TV combines reach, precision, and trust.
Full funnel impacts occur across key audiences, making targeting the right segments imperative.
Reach
Expand audience reach across markets with engaged premium viewers
Precision
Target swing voters in key districts with local relevance and national scale
Trust
TV and streaming remain the most credible environments
Key takeaway
Multiscreen TV has become a performance channel, especially for potential voters who respond strongly to timely, targeted messaging.
Even as viewing habits fragment, the majority of TV consumption, traditional and streaming alike, still happens on the big screen, where news and live content command trust and attention.
When ranking how trustworthy information is, 75% of potential voters trust TV news the most.
59% of potential voters are influenced by news interviews
64% of potential voters rely on TV for national political updates
Key takeaway
Potential voters are watching TV across traditional and steaming, and they rely on news delivered on the big screen for credible storytelling.
Media fragmentation is the new normal, but complexity doesn’t have to be. Comcast Advertising and FreeWheel unify access, activation, and attribution into one connected experience, making political campaigns simpler, faster, and more effective.
Access
Premium, brand‑safe traditional TV and streaming inventory at scale. Access top publishers and platforms across a full national footprint, delivering scale, precision, and confidence for every campaign. Learn more.
Activation
Leverage Comcast first‑party data and premium data partnerships with flexible buying models across managed services and programmatic. Plan and activate seamlessly across every screen through a unified workflow, powered by technology built for the premium ecosystem.
Attribution
Transparent, deterministic insights into incremental reach across any screen in any market. Understand exactly where voter audiences are being exposed, and where they’re not, so you can optimize your media mix with confidence.
Key takeaway
Comcast Advertising and FreeWheel bring premium inventory, multiscreen activation, and clear attribution together in one streamlined experience tailored for political advertising. With one unified partner, campaigns gain clarity, efficiency, and the power to make smarter decisions in real time.
Source: 1. AdImpact Political Projections 2025-2026. 2. Comcast Advertising survey conducted in partnership with Dynata. December 2025, n=2319. 3. Comcast aggregated data from streaming campaigns, 1H 2025.
Whether you're a political buyer or a publisher, Comcast Advertising delivers the infrastructure, data, and expertise you need for the 2026 midterms.
