Refuting current thinking that using
connected TV (CTV) platforms can help resolve issues with the frequency of linear TV messaging, video programmatic operator MiQ says a massive imbalance with messaging on both platforms -- especially
for political marketers -- continues to be a problem.
For example, on CTV platforms, recent analysis revealed that 20% of CTV households' exposure to political ad
campaign messaging got 81% of targeted impressions -- with an average frequency of 77 times that messages were seen in a home.
On the flip side, MiQ says, 80% of targeted households
received only 19% of ”tracked impressions,” with an average frequency of 4.5 times.
When looking at linear TV, 80% of households receiving political ad campaigns on
linear TV accounted for only 20% of tracked impressions -- for an average frequency of 18 times that those messages were aired in those homes.
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In even worse results for the remaining homes,
20% of households receiving 80% of impressions had an average frequency of 301.
MiQ says this refutes current thinking about CTV platforms generally being a better place to trim down
frequency of messages -- a longtime concern for brands.
“Our analysis clearly demonstrates that the frequency skew on CTV is just as problematic as it is on linear TV
today,” says Jesse Contario, senior vice president of political for MiQ. “Simply buying streaming does not inherently solve the challenge; how you buy streaming is what matters
most.”
This MiQ data came from 100 million CTV and 288 million linear TV impressions across 9.2 million devices between January 1, 2024 and May 29, 2024.
MiQ's programmatic political platform data comes from automated content recognition (ACR) data of over 50 million households and 70 million devices. More than 250 political advertisers have
used its platform.