The New York Times: Do Political Ads Even Matter Anymore?
According to Cross Screen Media, an ad analytics firm, only 63 percent of Iowa Republicans are reachable with traditional or “linear” TV ads, as viewers switch to streaming and social media. In 2016, that percentage was still in the 90s. At most, Republican campaigns this year reached 42 percent of likely caucus voters.
“I don’t think that people have caught up with where the media consumption is,” said Michael Beach, chief executive of Cross Screen Media.
The pivot to streaming is potentially deadly for political ad buyers. Beach estimates that almost 40 percent of the time viewers spend on television is on streaming, but streaming offers far fewer opportunities to show ads to viewers than traditional programming.
…
But there may be slightly more of an opportunity for Haley to close the gap. According to Cross Screen Media, 80 percent of New Hampshire Republican voters are reachable by traditional television advertising.
