• by Ray Schultz , Columnist, March 17, 2025

Programmatic advertising grew during the recent election, with CTV taking a larger share, according to an analysis by the automation platform Basis Technologies. 

CTV garnered a 24% share of ad impressions, up from 11% in 2022 and 6% in 2020. 

Among devices, the phone remained the leading generator of ad impressions, pulling a 53% piece, although that is down from 55% in 2022. 

Desktop drove 16%, compared to 20% in 2022, the study says. 

As for spend, CTV commanded 50%, up from 30% in 2022.

This data comes from more than 1,400 advertisers in state and local and national races, as managed by Basis through its software platform. So the data is limited to that degree. 

Ad spending was slow earlier in the year, with 48% of digital ad budgets coming in 30 days before Election Day, and 22% in the last 10 days. These percentages were slightly down from the prior election cycle. 

Michigan and California saw the most programmatic ad impressions. They were followed by Arizona, Pennsylvania, Ohio and Washington.

Among formats, video generated a 76% ad spend share.

Programmatic buying via demand-side platforms increased to 56% of ad spending. Direct buying’s share fell to 30%. 

By device, CTV achieved a 50% share, up from 30% in 2022, compared to 36% for phone this year. Desktop is down to a 10% share, versus 23% in 2022.

Video is the dominant format choice with 76% ad spend share.

Meanwhile, automated buying through demand-side platforms increased its ad spend share to 56%. Direct buying fell to 30%.

As for pricing, CPMs rose from being below the election cycle average in the first half of the year to rise steadily from July to October and November.

“The collision of programmatic and CTV has transformed elections advertising,” says Jaime Vasil, group VP of candidates and causes, Basis Technologies. “The trend that started to show life two cycles ago is now a regular part of the media plan for candidates, campaigns, PACs, and other organizations looking to reach and influence voters.”