Is CTV the New Political Advertising Battleground Your Brand Should Prepare For?

Political ads have found a place on CTV, with CTV advertising projected to eclipse 25% of all political advertising in 2026, up from being a "rounding error" in 2018. Overall political advertising is expected to reach $11.8 billion in 2026.

What Happened

Kinetiq Political Insights released new data showing connected TV has become the fastest-scaling medium in political advertising history. CTV will capture over 25% of political ad dollars in 2026, while radio advertising has declined to just $300 million. Total political spending is projected to reach $11.8 billion in 2026, with Michigan alone expected to see $1 billion in political ad investment.

Why This Matters for B2B Marketing Leaders

This shift changes your CTV buying strategy during election cycles. Political advertisers typically pay premium rates and buy inventory months in advance, creating scarcity and inflated costs for commercial advertisers. Your HR Tech or FinTech campaigns competing for the same audiences will face higher CPMs and reduced inventory availability. Smart B2B marketers are already adjusting their media planning to account for these political blackout periods, particularly in swing states where competition will be fiercest.

The Starr Conspiracy's Take

The political advertising surge on CTV represents a maturation of the platform that B2B marketers must address. When political spending grows 25x faster than traditional media, it signals where audiences have migrated and where your competition for attention will be most intense. This supports our CTV advertising strategies for B2B brands that emphasize early planning and flexible budget allocation. The key is securing preferred deals with CTV publishers now, before political season locks up the best inventory. Your media team should be negotiating programmatic guaranteed deals and exploring alternative windows that avoid peak political spending periods.

What to Watch Next

Monitor CTV inventory costs in key markets like Atlanta and Michigan through summer 2026. Political ad spending typically accelerates in September, so secure your Q4 CTV placements by July. Watch for new targeting restrictions as platforms balance political and commercial advertiser needs.

Related Questions

How should B2B brands adjust CTV budgets during election years?

Increase your CTV budget by 15-30% in top 10 contested DMAs during election cycles and shift spending to non-political windows like early Q1 or late Q4. Consider alternative platforms or dayparts where political competition is lighter.

What CTV inventory types are least affected by political advertising?

Niche business content, early morning programming, and specialized streaming services typically see less political competition. Focus your account-based marketing CTV campaigns on these segments during peak political seasons.

Should B2B marketers avoid swing states during election cycles?

Not entirely, but expect 40-60% higher costs in swing states during political seasons based on 2022/2024 pacing patterns. Reallocate some budget to non-competitive markets while maintaining presence in key business hubs through strategic timing and creative optimization.