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.