Cross Screen Media

The TN-07 special election gives us a great off-year case study on how hard it can be to reach light TV viewers. Stats from the Republican linear TV buys: - $2.1M in linear TV spend - 41% reach to likely voters with an average frequency of 96 - Heavy TV viewers reached had an avg freq of 171 - Light TV viewers reached had an avg freq of 44 Read the full breakdown here 👉 https://lnkd.in/epQ7Y5mg

Of the $5.8M spent on the TN-CD-07 special election, $3.7M (64%) was spent on linear TV. How did that go to reaching likely voters? Key stats: ⚪ 8 total advertisers spent money on linear TV (5 Rep and 3 Dem) ⚪ Both sides maxed out at 40-41% reach to likely voters ⚪ The money advantage for the Republicans played out in terms of average frequency, out-delivering the Democrats 96-75.

The special election for TN-CD-07 drew out several advertisers before polls closed last night. What was a +22 Trump district in 2024 turned out to be a closer race than Republicans wanted. Although Van Epps (R) still took the district by 9 points, the race warranted spend from numerous groups. There were a total of 8 separate advertising parties that spent more than $350k. 37% of the spend went to Digital/CTV while 63% of the spend went to Linear TV.

Roku Streaming Prediction #5: Hyperlocal advertisers embrace CTV, following the lead of political campaigns Political campaigns are the ultimate local advertiser: - Geographically bound - Tight audience targeting - Districts/States don't align with traditional media markets - Limited resources and time to persuade Streaming will make up 26% of 2026 political video advertising, but is only 8% of all local video advertising. Cross Screen Media has included targeted streaming campaigns in media plans since 2018. If you're a local advertiser and want to know how we've managed video ads for 1,500+ political campaigns, let us know. https://lnkd.in/e5cRZJCt

Does linear and streaming TV actually reach every voter? We talk a lot about the battle for attention being fought between linear and streaming TV. We rarely hear anything about those voters that aren't reachable on either. Key stats: ⚪ 15% of U.S. households watch no ad-supported TV (Linear or CTV) ⚪ In the 4 Senate toss-up states, 345K persuadable voters (12%) cannot be reached via the TV screen ⚪ Those same states were decided by 436K votes in the 2024 presidential election Reaching or missing these “None-None” voters can swing who wins in these competitive states in 2026. Read the full story here 👉 https://lnkd.in/eqWNw6S6

In the first edition of Impressions to Ballots, we discussed the explosion of streaming-first content. 70-85% of major streaming catalogs were released after 2020. More Content = More Fragmentation for buyers to navigate. Great reporting by David Sanderson and the Reelgood team. Impressions to Ballots #1: https://lnkd.in/e94dWtnf

Who will be watching the Macy's Thanksgiving Day Parade today? 2024 drew record cross-platform viewership. What does the data say: 🦃 Watching the parade tends to be more of a northeastern tradition 🦃 Viewership of the parade over-indexes among Republican households Happy Thanksgiving from Cross Screen Media!

Don't take it from me. Take it from Chauncey Southworth. "Jounce Media’s classifications within the Yahoo DSP provide us with a clearer way to buy ads with precision." We're grateful to Yahoo DSP and to Cross Screen Media for leading the market toward a more trusted programmatic supply chain. https://lnkd.in/eX_Wxjim

The worst thing a media buyer can do is assume that everyone watches an equal amount of TV. Consumption, even looking at one audience, will vary drastically from person to person. Dive into Chauncey Southworth's latest newsletter to learn more! Some highlights: ⚪ 25% of HHs see 89% of all linear TV ads ⚪ 81% of HHs are reachable on ad-supported streaming ⚪ When left unchecked without frequency capping, 76% of streaming ads go to 30% of HHs ⚪ 26% of HHs are LIGHT consumers of both linear and streaming Read the full newsletter here 👉 https://lnkd.in/ePFXru-k

The 2026 election cycle is already breaking records for digital and CTV spend, and every campaign is feeling the pressure to make every dollar count. 🗳️ At Yahoo DSP, we’re helping political advertisers cut waste, buy direct from premium inventory, and measure real reach across screens with insights from Cross Screen Media. When every impression can tip the balance, efficiency isn’t just smart. It’s how you win. Read how we’re helping campaigns spend smarter in 2026: https://lnkd.in/eud-yy_D