Digital Politics Podcast CTV - Bust or Boom?: Chauncey Southworth Breaks It Down
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Nov 3, 2025 
Chauncey Southworth, CEO of Cross-Screen Media, is an expert on Connected TV (CTV) advertising. He breaks down the seismic shift toward streaming in political campaigns, emphasizing the importance of adapting targeting strategies. Chauncey shares growth forecasts for the political streaming ad market and offers practical budgeting advice for campaign teams. He explores measurement techniques, the impact of CTV fraud, and why he believes CTV is here to stay as the future of TV consumption, highlighting innovative interactive advertising opportunities.
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Streaming Is Now The Primary TV Experience
- Streaming on smart TV apps (CTV) is internet-based video watched via apps, distinct from traditional linear cable or broadcast.
- Voter viewing has shifted fast and campaigns must follow where people watch, not how they bought ads before.
CTV Political Spend Is Scaling Exponentially
- Political streaming video spend is exploding from hundreds of millions to billions by 2026.
- Cross-Screen estimates political streaming will hit roughly $3 billion and all video over $11 billion, showing rapid market growth.
Reallocate Budgets To Where Voters Watch
- Shift budgets to follow audience viewing: prioritize streaming where target voters actually watch.
- Tailor buys per campaign and audience instead of reusing last cycle's allocation to improve efficiency.