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Broadcasters Unveil a New Consortium to Boost CTV Political Ad Sales

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(Image credit: Pixabay)

CINCINNATI – A group of local broadcasters led by The E.W. Scripps Company has launched a new effort to attract and better serve political advertisers on connected TV platforms. 

The Scripps Political CTV Consortium is being launched in what promises to be a record election-spending year, the broadcasters said.

Led by Scripps, the effort also involves Cox Media Group, Capitol Broadcasting Company, Graham Media Group and other broadcasters.

Samantha Osborne has been named senior director of national sales for the Scripps Political CTV Consortium in Washington, D.C.

“Collectively, we have a wall of inventory, and we’ve found a way to work together to make it easy for agencies to access that,” said Samantha Osborne, senior director of national sales for the Scripps Political CTV Consortium in Washington, D.C. “They can reach a high percentage of voters while making their own decisions but without having to work through numerous sales reps from different organizations. With the broadcasters we’ve assembled, we have billions of monthly premium connected TV impressions available for political advertisers.”

Experts project roughly $9 billion in spending in 2022, matching the presidential cycle of 2020, with as much as $1.8 billion of that expected to go to internet-delivered television platforms, or CTV, the group said. 

In 10 states alone – Florida, California, Georgia, Pennsylvania, Arizona, Texas, North Carolina, Ohio, Wisconsin and Michigan – $3.9 billion is projected to be spent on political advertising, the group said. 

The Scripps Political CTV Consortium allows agencies to work with one representative to reach multiple publishers who have premium, guaranteed owned-and-operated inventory. 

Osborne said Scripps is exclusively working with Magnite, the world’s largest independent omnichannel sell-side advertising platform, to make CTV inventory available to agencies and programmatic buyers.

“Magnite is excited to be powering the technology for the Scripps Political CTV Consortium,” said Mike Laband, senior vice president of CTV Platform for Magnite. “Working closely with Scripps and the consortium media owners, we are providing the market with a unique, scaled offering for political CTV ad investment.”

The broadcasters will be pitching the idea that local news is where voters go to be informed during election seasons and that objective local broadcast journalism provides access to audiences that political advertisers are trying to reach.

“There are times when it makes sense to work together to produce a new and innovative product for the best interest of customers,” said John Conway, vice president of WRAL Digital for Capitol Broadcasting. “This is one of those times when we can provide industry-leading service by collaborating.”

George Winslow is the senior content producer for TV Tech. He has written about the television, media and technology industries for nearly 30 years for such publications as Broadcasting & Cable, Multichannel News and TV Tech. Over the years, he has edited a number of magazines, including Multichannel News International and World Screen, and moderated panels at such major industry events as NAB and MIP TV. He has published two books and dozens of encyclopedia articles on such subjects as the media, New York City history and economics.