Magnite Political Research Connected TV Advertising Essential to Reach Persuadable Voters Ahead of 2020 Elections
Magnite (NASDAQ: MGNI), the largest independent omnichannel sell-side advertising platform, today released a research study entitled “The Power of CTV: Reaching Persuadable Voters in 2020.” Conducted by surveying more than 4,500 people nationally, the study identifies CTV advertising as an essential channel for political campaigns to influence “persuadable” voters, the 30% of eligible voters who identify as independent or undecided.
Key findings include:
- 40% of persuadable voters do not subscribe to cable and satellite services.
- 70% of persuadable voters have an ad-supported streaming TV service and 81% of Hispanic/Latino voters have an ad-supported streaming TV service.
- 88% of those surveyed plan to vote in the Presidential election, indicating a highly energized and motivated electorate.
- A majority of all voters (60%), regardless of political party affiliation, want to hear from all candidates.
- 73% of those surveyed said they will be paying more attention to political ads for this election compared to the last one.
- 72% of respondents used negative words such as “untrustworthy” and “deceitful” to describe political ads on social media.
“Four years ago, political advertisers were not thinking about CTV as a big opportunity but that is a stark contrast to this election cycle where 40% of persuadable voters can’t be found through cable and satellite services,” said Dan Fairclough, Senior Director of Political Demand Sales at Magnite. “Candidates are honing in on specific types of voters, the ones who are hard-to-reach, undecided and young, particularly in swing and flip states. CTV provides that level of targeting within premium brand-safe content not found on social media and with the agility that traditional TV buying lacks.”
The 2020 election cycle is drastically different compared to past elections. The ongoing pandemic has made in-person rallies and events impossible, making video the most effective way for politicians to communicate with voters with its ability to create an emotional connection through sight, sound and motion. The findings showed that 75% of those surveyed prefer political ads that have video and 70% reported taking an average of two actions, such as conducting more research on a candidate and visiting a candidate’s website, after seeing a digital video political ad.