Is your campaign FAST?
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If not, you are missing a massive audience of voters. Free ad-supported television?(FAST) are services like Pluto TV, Tubi TV, and Roku Channel. They are each comparable in usage to Peacock and HBO Max. Combined, they account for more viewership than Amazon Prime.
We see many campaigns stuck in the past, putting large amounts of money into advertising buys centered on broadcast television. Every year this slice of the TV viewing audience gets smaller and smaller. On a year-over-year basis, broadcast viewing was down 5.6%.
Cable television viewership was down as well. But in many markets, buying and treating cable television as another streaming channel is possible. Since, like streaming, it can be targeted. So, a smaller monetary buy of streaming and cable can reach more voters than a broadcast buy.
Telegraph recently produced a series of spots for the Nevada State Education Association that we delivered primarily with streaming video. The reach of these ads was extraordinary and helped increase education funding by 26% over previous years.