Study: CTV Reaches 'Persuadable' Voters Not Reached By Pay TV

Some 40% of “persuadable” voters — meaning the 30% who identify as independent or undecided — do not subscribe to cable or satellite TV.

But 70% of persuadable voters have an ad-supported streaming service, including 81% of Hispanic and Latino voters.

So finds a new survey from Magnite, the ad platform formed by the merger of Rubicon Project and Telaria to combine their respective specializations in programmatic and CTV.

The survey, conducted for Magnite June 21-26 by Lucid, LLC through its online sampling platform, was completed by a nationally representative sample of 4,500 respondents ages 18 to 74 who use at least one streaming television service.

Three-quarters (76%) of respondents who are cord cutters reported streaming more ad-supported video-on-demand content now than pre-COVID.

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Among all respondents, 88% said they plan to vote in the Presidential election, and 73% said they will be paying more attention to political ads for this election compared to the last one.

Three-quarters (75%) said they 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.

In contrast, 72% used negative words such as “untrustworthy” and “deceitful” to describe political ads on social media,

Most voters (60%), regardless of political party affiliation, said they want to hear from all candidates.

The ongoing increases in cord cutting and the pandemic-induced stay-at-home lifestyle have increased CTV’s reach significantly since the last Presidential election, making it practical for political advertisers to employ the platform’s digital metrics and tracking, Sean Senters, director at digital agency Targeted Victory, said in comments on the survey’s results.

3 comments about "Study: CTV Reaches 'Persuadable' Voters Not Reached By Pay TV".
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  1. Ed Papazian from Media Dynamics Inc, August 17, 2020 at 12:34 p.m.

    Karlene, even if we assume that you can get a nationally reprsentative sample from an online poll---which is not a given by any means----the implication in this story is that "linear TV" advertisers can't reach 40% of the population aged 18-74 ( why not all adults? ) unless they use CTV. However, there are other ways to receive "linear TV" content, which, it seems were not included in the study---namely over-the-air reception which covers 13-14% of the country as well as vMVPDs. Add to that out-of-home viewing, especially that which takes place in someone else's home and the reach of "linear TV" expands substantially. This doesn't mean that CTV shouldn't be utilized. Exclusive short term reach is merely one attribute to be considered---especially if you are targeting millennials---- but I doubt that it applies very much in the middle aged and older segments. Other considerations are the capabilities for more "granular targeting", frequency control, CPM differences between "linear" and CTV, etc. etc.

  2. John Grono from GAP Research, August 17, 2020 at 6:11 p.m.

    Extrapolation from "through its online sampling platform" to an entire population is often fraught.   Caveat emptor.

  3. Dave Morgan from Simulmedia, August 22, 2020 at 6:32 a.m.

    How can Magnite put out research claiming 81% of 'persuadable' Hispanic & Latino voters have an ad-supported streaming service?
    Only 61% of Hispanic/Latino households have broadband - 
    https://www.pewresearch.org/fact-tank/2019/08/20/smartphones-help-blacks-hispanics-bridge-some-but-not-all-digital-gaps-with-whites/ft_19-08-20_digitaldivideraceethnicity_despite-lower-adoption-blacks-hispanics-own-smartphones-similar-shares-whites_4/
    These kinds of shoddy research claims and disinformation are dangerous, particularly with such an imprtant eletion in front of us. The digitial divide is very real in the US and to suggest that 81% of a Hispanic/Latino voting cohort are watching ads on a streaming service does a real disservice to Hispanc & Latinos in the US and their efforts to mobilize as an electorate.

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