In political campaigns, every advertising dollar must work as effectively as possible. At the same time, changing viewer habits and platforms make choosing the right mix of channels more complex than ever. This guide is intended to help political advertisers, campaign strategists, and agency professionals with their media planning for upcoming elections.
What is political media buying?
Political media buying is the process of planning, purchasing, and placing political ads across formats like linear TV, connected TV (CTV), and digital platforms to reach voter audiences effectively.
Political ads are messages distributed across channels like TV, digital, and print to support or oppose candidates, political parties, or ballot measures with varying rules and costs.
What are the different types of political ads?
While political ads can appear in a variety of formats and mediums, here we’ll focus on the main types of multiscreen TV advertising:
- Traditional TV ads
- Connected TV (CTV) and streaming ads
Explore the strengths, benefits, and downsides below.
Traditional TV ads
Broadcast and cable TV ads are 30-60-second commercials aired on local or national television networks—and they’re the bread and butter of political campaign advertising.
Nearly half of presidential campaign ad spending goes to TV-style advertising.¹
Traditional TV advertising remains a core part of political ad spending for an unbeatable reason: It’s effective. A Comcast and Dynata study during the 2024 primary election revealed that voters exposed to a candidate’s ad on traditional TV had 100% candidate name recall and were +22% more likely to consider them a strong leader.
Pros:
- Audiences at scale
- Trust and brand credibility
- Track record of success with awareness and persuasion
Cons:
- Historically higher production and placement costs
- Historically less precise tracking compared to digital channels
Best for:
- Mass reach
- Credibility and trust
- Older voters and national campaigns
Connected TV (CTV) and streaming ads
CTV ads are video ads delivered on internet-connected TVs through streaming platforms. They combine the visual impact of television with the targeting precision of digital advertising.
The fastest-growing channel for political media buying is CTV, projected to exceed 2024 election-cycle spending by $124 million.1 And it’s no wonder why: About two thirds of U.S. households watch programming through connected TVs.2
While brand marketers have shifted advertising significantly to CTV and digital channels, political campaigns have been slower to transition. In 2024, while commercial advertisers allocated 78% of their media budgets to digital advertising (CTV combined with Google and other online platforms), the political campaigns of the mid-term election cycle spent only 36% on these same platforms.3
Given the rising consumption of streaming combined with the lower cost of entry, measurement capabilities, and precise targeting, this type of political advertising represents a big opportunity for campaigns.
Pros:
- Lower cost of entry, including no minimums
- Combines TV-scale reach with household-level targeting
- Transparent measurement and attribution capabilities
- High engagement in premium viewing environments
Cons:
- Fragmented inventory across platforms
- Requires data and planning expertise
- Ad fraud from bots can waste valuable dollars
Best for:
- Combining TV reach with digital targeting
- Household-level audience targeting
- Measurable performance
- Timely messaging, testing messaging
What are the differences between political advertising and commercial advertising?
Several factors make political media buying more complex and time-sensitive than traditional advertising.
Regulation
Federal and state laws and regulations govern disclosures, rates, and recordkeeping for political advertising. These rules vary from the federal level to state level, adding another layer of complexity to political media buying.
Timing
Although a majority of political media buying often takes place within fixed election windows, political advertising has become a year-round business. Candidates can use advertising well before Election Day to introduce themselves and define their positions. As Election Day nears, they can turn up the dial on their platform messaging and ad spend. And in the final month, candidates may focus on swaying undecided voters and turning out the vote.
Competition
Demand for premium inventory spikes during election cycles. Cutting through the noise and capturing the attention of voting audiences means a one-size-fits-all approach to advertising won’t work. Winning campaigns find innovative ways to get their messages across with strategic media buying across platforms.
Choosing the right mix of political ad formats for your campaign
With audiences watching across TV, streaming, mobile devices, and digital platforms—and more content competing for attention than ever—building an effective mix of campaign ads has become increasingly complex.
With thoughtful planning and a range of creative approaches, campaigns can identify the right combination of channels and formats not only to reach voters, but also to motivate them to take action.
Choosing the right political advertising partner plays a critical role in that process. The most effective partners are data-driven and able to measure performance in real time. Plus, they bring expertise across multiple platforms, along with advanced targeting, creative capabilities, and access to premium inventory. Whether a campaign is national, statewide, or local, having the right strategy and support helps ensure every advertising dollar works harder and delivers meaningful results.
Ready to connect with voters? Contact us to start reaching your audience wherever—and however—they’re watching.
Sources:
1 AdImpact, “Political Projections Report 2025-2026,” 2025.
2 eMarketer, “5 things to know about CTV advertising platforms,” Feb. 24, 2025.
3 Tech for Campaigns, “2024 Political Digital Advertising Report,” 2025.