Contributing Writer, Communications Professional. Publisher: EdTech Chronicle and "The Cheat Sheet."
From today's Cynopsis newsletter: There is a significant frequency imbalance in political advertising, according to programmatic media partner MiQ. On CTV, 80% of targeted households received 19% of tracked impressions at an average frequency of 4.5x, while the remaining 20% of households received 81% of impressions at an average frequency of 77, according to new election TV data. On linear TV, 80% of households accounted for 20% of tracked impressions at an average frequency of 18x, with the top 20% of households receiving 80% of impressions at an average frequency of 301. "The long-standing perception has been that shifting ad spend from linear TV to CTV would help flatten the frequency curve," said Jesse Contario, MiQ’s RVP of Political. "However, our analysis clearly demonstrates that the frequency skew on CTV is just as problematic as it is on linear TV today. Simply buying streaming does not inherently solve the challenge; how you buy streaming is what matters most.” Translation: Simply moving political ads to digital is not the solution many people thought it would be.
