New Survey Reveals More than Half of Voters View Ad-Supported OTT
Author: Keith Norman, Head of Political Sales, Premion.
Everyone is consuming more local news and with the acceleration of streaming TV audiences, OTT is proving to be a game changer for political advertisers for the 2020 elections. Campaigns are capitalizing on the powerful combination of data-rich digital targeting in a linear TV experience to deliver more personalized messages with greater frequency to reach this high-value and engaged OTT audience.
In our newly released 2020 Ad-Supported OTT Voter Study of 1,500+ US consumers, Premion uncovered the extent and preferences of ad-supported OTT voters as an audience that’s receptive to political ads and equally as valuable as linear-only voters.
Among the top-line findings:
- More than half of likely voters view ad-supported OTT; 55% of likely voters view ad-supported OTT, with 41% of them tuning into OTT daily.
- Ad-supported OTT voters average 15+ hours a week streaming and use multiple streaming devices, across all key demos: 18+, 25+, 35+ and 55+
- 44% of ad-supported OTT voters named ad-supported OTT programming as their first choice in viewing video programming across all key demos
- All voter groups watch ad-supported OTT in similar numbers; Democrat / Left-leaning 45%, Republican / Right-leaning 44% and Independent / Independent-leaning 39%.
- Nearly one-third of likely voters cannot be reached by linear TV.
In analyzing political behavior, voter turnout was comparable among ad-supported OTT voters and linear-only voters in recent elections. The survey reveals that political participation is higher for ad-supported OTT voters across all key demos; 66% of ad-supported OTT voters took part in political activities in the past year. That said, one in four ad-supported OTT voters and linear-only voters are still undecided.
While the impact of political ads are strong across all key ad-supported OTT voters, base voters are more likely to take action after watching political ads versus independents. In fact, 39% of ad-supported OTT voters have taken action after seeing a political ad; 18% of ad-supported OTT voters changed their mind on a candidate or issue after viewing a political ad. The study suggests that ad-supported OTT reaches the undecided as well as an engaged base.
Our study validates that ad-supported OTT via Connected TV is a valuable medium for political advertising given the material number of streaming voters in 2020, and political advertisers cannot run an effective campaign without reaching them.
An online quantitative study was conducted among a total of 1,503 consumers: 751 ad-supported OTT voters and 752 linear-only voters. Interviews occurred among a nationally representative sample of the US, resulting in 1,375 interviews. A supplemental sample of linear-only voters was conducted. Data collection occurred between April 28 and May 3, 2020.
To view additional insights from the survey, download the 2020 Ad-Supported OTT Voter Study.