Samba TV Study Shows that 2024 Political Advertisers Face Steep Challenges Reaching the Crucial Youth Vote
SAN FRANCISCO, Nov. 16, 2023 (GLOBE NEWSWIRE) -- Samba TV, the leading provider of TV technology for audience data and omniscreen measurement, today released its comprehensive Guide to Political Advertising: 2024 Report, detailing proprietary Samba TV data and study results as part of a survey conducted with global research firm HarrisX. At a time of all-time low trust and dissatisfaction in media, this political season it will be pertinent for advertisers to look to comprehensive omniscreen targeting and measurement.
“We are anticipating a record-breaking $10B in political spend for the 2024 election after the biggest midterm spend in 2022 and a massive $8.5B spend in the 2020 election cycle,” said Samba TV Co-founder and CEO Ashwin Navin. “Candidates, campaign managers, PACs, and other stakeholders will have to be more measured in the way they use their budgets across traditional linear advertising as well as streaming TV, social, and digital channels to effectively appeal to voters who are more fragmented than ever in their viewing behaviors.”
Navin continued, “Despite the dwindling trust in traditional media, it remains a vital platform for reaching voters. However, the 2024 election will demand that campaigns incorporate rigorous targeting and measurement strategies to prevent oversaturation. Interestingly, our data shows that 41% of undecided or dissatisfied voters claimed their perception of a candidate or issue would likely worsen upon seeing an ad repeated too frequently within a month."
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