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State of the Screens

‘A sea change’: Local TV ad market races to automation ahead of next year’s election

By October 17, 2019No Comments

The big question: Is local TV ready to go programmatic in time for the 2020 election?

Why this matters: Video ad share for Local TV (broadcast and cable) is expected to drop to 72% in 2020 down from 81% in 2018.  Easier buying = More buyers = Higher prices.

Presidential cycle political video ad spending according to Advertising Analytics/Cross Screen Media (% growth):
1) 
2016 – $2.2B
2) 
2020P – $5.9B (↑ 170%)

Share by platform in 2020P (vs. 2018):
1) Local Broadcast TV – 55% (↓ 9%)
2) Digital Video – 27% (↑ 8%)
3) Local Cable TV – 17% (↑ 1%)

The growth rate between 2018 and 2020:
1) 
Digital Video – ↑ 116%
2) Local Cable TV – ↑ 55%
3) 
Local Broadcast TV – ↑ 29%

Do you want to sell more political ads in 2020?  If yes, then download our FREE 10-page report and let’s get started!

Video: Political Ad Race

Worth the time: Bruce Mehlman recently published a 34-slide deck on the state of politics going into 2020.

Podcast: Using Connected TV to Connect with Young Voters

More #1: The political video ad boom is growing by billions

More #2: The 2020 Elections Will Set (Another) Ad Spending Record

More #3: OTT Advertising Will Be A Clear Winner In The 2020 Elections

Michael Beach

Michael Beach

Michael Beach is the Chief Executive Officer of Cross Screen Media, a media analytics and software company that enables marketers to plan, activate, and measure CTV and linear TV at the local level. Michael is also the founder and editor of State of the Screens, a weekly newsletter focused on video advertising that is a must-read for thought leaders in the advertising industry. He has appeared in such publications as PBS Frontline, The Wall Street Journal, The New York Times, Axios, CNBC and Bloomberg, and on NPR’s Planet Money podcast.

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