“Collectively, we have an inventory wall, and we’ve found a way to work together to make it easier for agencies to access,” said Samantha Osbornesenior director of national sales for the Scripps Political CTV Consortium at washington d.c. “They can reach a high percentage of voters while making their own decisions, but without having to go through many sales reps from different organizations. With the broadcasters we’ve brought together, we have billions of monthly connected TV impressions premium available to political advertisers.”
Experts project roughly $9 billion expenditure in 2022, corresponding to the presidential cycle of 2020, with up to $1.8 billion of that should go to Internet-based television platforms, or CTV.
In 10 states only – Florida, California, Georgia, Pennsylvania, Arizona, Texas, North Carolina, Ohio, Wisconsin and Michigan – $3.9 billion should be dedicated to political advertising.
The Scripps Political CTV Consortium allows agencies to work with a single representative to reach multiple publishers who have guaranteed owned-and-operated premium inventory. Osborne said Scripps works exclusively with Magnite, the world’s largest independent omnichannel sell-side advertising platform, to make CTV inventory available to agencies and programmatic buyers.
“Magnite is thrilled to power the technology of the Scripps Political CTV Consortium,” said mike laband, senior vice president of CTV Platform for Magnite. “Working closely with Scripps and the consortium’s media owners, we are providing the market with a unique, scaled offering for CTV political advertising investments.”
Officials from participating organizations say local news is where voters go for information during election seasons. 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 in the best interests of customers,” said John Conwayvice president of WRAL Digital for Capitol Broadcasting. “This is one of those times when we can deliver cutting-edge service by working together.”
The EW Scripps Company (NASDAQ: SSP) is a diversified media company focused on creating a better informed world. As one of the nation’s largest local television broadcasters, Scripps serves communities with objective, quality local journalism and operates a portfolio of 61 stations in 41 markets. Scripps Networks reaches nearly every American through national news outlets Court TV and Newsy and popular entertainment brands ION, Bounce, Defy TV, Grit, ION Mystery, Laff and TrueReal. Scripps is the nation’s largest broadcast spectrum holder. Scripps runs an award-winning investigative reporting newsroom at washington d.c., and is the longtime steward of the Scripps National Spelling Bee. Founded in 1878, Scripps has held the motto “Give light and people will find their own way” for decades.
SOURCEThe EW Scripps Company