Campaigns used to plan television around a simple question: how much broadcast time can we afford? Today, a growing share of viewers watch through streaming apps and connected TV devices. That raises a practical question for every campaign: should you put your money into traditional TV, connected TV, or both?

What we mean by each

Broadcast and cable television

Broadcast TV reaches everyone in a market who watches a station over the air or through a cable or satellite provider. Cable advertising places ads on specific cable networks, sometimes in specific geographic zones.

Connected TV (CTV) and streaming

Connected TV refers to ads delivered through internet-connected televisions and devices — smart TVs, streaming sticks, gaming consoles — inside streaming apps. Ads are often served to specific households or audiences rather than to everyone watching a program.

How they compare

Reach

Broadcast remains a powerful way to reach a large share of a market at once, especially during live programming such as local news and sports. CTV reaches viewers who watch little or no traditional television — an audience that broadcast alone may miss.

Targeting

This is where CTV stands out. Depending on the platform and data available, CTV can target audiences by geography, and in some cases by matched voter or audience segments. Broadcast reaches whoever is watching, including many viewers outside your district or target audience.

Cost structure

Broadcast is bought by spot within programs; CTV is commonly bought on an impression basis. Comparing the two directly is not always apples to apples. Broadcast''s cost per viewer can be efficient for mass reach, while CTV can be more efficient when the target audience is narrow. For candidate committees, federal lowest unit charge protections apply to broadcast stations, which can affect the comparison during the pre-election windows.

Measurement

CTV platforms typically provide impression and completion reporting. Broadcast measurement relies on ratings estimates and post-buy verification. Both have limits; neither guarantees persuasion.

When broadcast makes sense

  • Your district aligns well with a media market.
  • You need broad name identification quickly.
  • Your target voters are heavy viewers of live local programming.

When CTV makes sense

  • Your district is a small part of an expensive market.
  • You need to reach specific audiences rather than everyone.
  • Your target voters skew toward streaming.

Why most campaigns use both

The question is rarely either-or. A deliberate mix uses broadcast for reach in the moments that matter and CTV to fill gaps, extend frequency among priority voters, and reach people who have left traditional TV. The right balance depends on your district, your voters, and your budget.

See how we plan political TV advertising across broadcast, cable, CTV, and streaming.

Next step

Discuss your campaign advertising strategy with us, and we will help you decide where your TV dollars will work hardest.