Campaign Trend Podcast The CTV Debate: Who Should Own Your Campaign's Streaming Buy?
Mar 11, 2026
Chauncey Southworth, CEO of CrossScreen Media and expert in bridging linear TV with digital video, explains who should manage connected TV buys. He discusses where CTV growth is coming from, why siloed buying wastes money, ad-load differences between linear and streaming, and how to test creative and reach hard-to-reach voters.
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Down Ballot Races Powering CTV Growth
- CTV growth is driven both by top-of-ticket spend and outsized increases in down-ballot races, with down-ballot potentially near 100% cycle-over-cycle growth.
- Campaigns are shifting because streaming lets state house candidates target households inside pricey media markets without buying full-market broadcast buys.
Texas Primaries Show CTV For Targeted State Races
- In Texas primaries many competitive state house and Senate races used CTV to target households inside expensive markets like Dallas without buying full-market TV.
- Chauncey described campaigns buying household-level TV to reach specific state districts cost-effectively.
Let The Holistic Planner Own The CTV Buy
- Whoever can plan and measure the entire video and voter-contact budget should own the CTV buy to avoid siloed inefficiencies and double-spend.
- Ask vendors how they buy, measure cross-channel reach, and whether they understand both linear and streaming metrics before awarding budget.