A Revisit – The Shift to Screens: Capturing Voter Attention in a Digital World
As the 2024 election draws near, we’re revisiting this blog post originally published at the start of 2024, to underscore the importance of key strategies for political advertisers. With an estimated $12 billion expected to flood the political advertising marketplace this year, much of it will be concentrated in the final months leading up to election day. Even with the rise of digital channels, 75% of political ad budgets, or between $7.5 to $9 billion, are still allocated to traditional TV ad buys, despite the ongoing shift in media consumption
More than 53% of U.S. TV households have cut the cord on cable or never had a cable subscription, making it imperative for advertisers to rethink their strategies and focus more on digital platforms where voter attention increasingly lies. With the 2024 elections fast approaching, we’re helping advertisers navigate this evolving landscape, offering tips to make an impact in the coming months. Let’s dive into the significant shifts toward digital channels.
For a comprehensive overview of the 2024 voter landscape and key channels advertisers can use to better reach voters, download our ebook, “Beyond Linear TV: A Political Advertiser’s Guide to Reaching Voters in 2024.”
The Digital Habits of Voters in 2024
The shift toward digital channels is unmistakable. In 2024, the average U.S. consumer will spend 466 minutes with digital media compared to just 268 minutes with traditional channels. As media consumption continues to evolve, political advertisers must target voters where they spend the majority of their time—on digital platforms. These include:
- Advanced TV: 83.5 minutes per day across all demographics
- Music streaming: 88 minutes per day across all demographics
- Social media: 139.5 minutes per day across all demographics
As these channels become a larger part of daily media consumption, they present a unique opportunity for engaging with voters across various demographics. Here’s a closer look at where voters are spending their time online.
Advanced TV: A New Leader in Screen Time
For the first time in 2024, advanced TV consumption (2 hours 53 minutes daily) will surpass traditional TV viewing (2 hours 48 minutes daily). This pivotal change highlights the growing importance of Advanced TV in the voter’s daily routine, offering campaigns the ability to deliver more targeted and impactful political messaging.
Mobile: The Digital Gateway
Mobile devices have become central to digital consumption, accounting for over half of all digital media interactions. In 2024, Americans are projected to spend 279 minutes daily on non-voice mobile activities, emphasizing the need for mobile-optimized political content to engage voters effectively.
Digital Audio: The Sound of Influence
Digital audio continues to grow as a significant component of digital media consumption. By 2024, individuals will spend 1 hour 45 minutes daily with digital audio, and 50% of voters aged 18-35 consume podcasts weekly. This trend presents a compelling opportunity for campaigns to engage younger voters through podcasts and other audio platforms.
Social Media: The Cross-Generational Connector
While social media platforms play varying roles in political advertising, their influence in shaping political narratives is undeniable. Platforms like Facebook, Instagram, and TikTok continue to see widespread usage across generations, with TikTok leading younger demographics at 53.8 minutes of engagement per day. Social media’s cross-generational appeal makes it a crucial tool for reaching and engaging the electorate.
Embracing a Digital-First Strategy
Given the ongoing shift in voter behavior and the increasing dominance of digital channels, political advertisers must embrace a digital-first strategy to effectively reach voters in 2024. Understanding where and how voters consume content is essential to ensuring that political messages are not just seen but resonate in the increasingly crowded media landscape.
With November 5th fast approaching, there is still time to adopt and implement these digital-first strategies to make a meaningful impact in the final weeks of the election season. Campaigns that act quickly to pivot towards digital platforms, including Connected TV, mobile, and social media, will have the advantage of reaching voters where they spend most of their time. Reach out to the Digilant team today to get started and ensure your campaign makes the most of the remaining time before election day.