January 29, 2026
Key differences from commercial media buying
Table of Contents
Political media buying determines whether campaign messages reach the right voters at the right time. Understanding how to navigate the complex landscape of TV advertising—from broadcast stations to streaming platforms—separates successful campaigns from those that waste precious resources.
This guide covers the fundamentals of political media buying, including traditional broadcast and cable purchasing, the growing importance of Connected TV, negotiation tactics, timing strategies, and compliance requirements that every political advertiser needs to understand.
What is political media buying?
Political media buying is the process of purchasing advertising space and time to deliver campaign messages to voters. For TV advertising, this means securing inventory on broadcast stations, cable networks, and streaming platforms where voters consume content.
Unlike commercial advertising, political media buying operates under unique rules, pricing structures, and timing pressures. Campaigns must navigate FCC regulations, platform-specific policies, and the compressed timelines of election cycles while competing with other political advertisers for limited inventory.
Key differences from commercial media buying
Political advertising differs from standard commercial media buying in several critical ways:
Regulatory framework: Political ads face FCC disclosure requirements, sponsor identification rules, and record-keeping obligations that don't apply to most commercial advertisers.
Lowest Unit Rate: Federal candidates are entitled to the lowest rate broadcast stations charge any advertiser for the same class of time during specific pre-election windows. This affects pricing dynamics significantly.
Compressed timelines: Unlike commercial campaigns that plan months or years ahead, political campaigns often need to react to events, opponent attacks, or shifting poll numbers within hours or days.
Inventory competition: During election season, political advertisers compete fiercely for limited inventory, driving up prices and reducing availability—especially in battleground markets.
Types of TV inventory for political campaigns
Political advertisers can access TV audiences through multiple channels, each with distinct characteristics, pricing, and targeting capabilities.
Broadcast television
Broadcast TV remains a cornerstone of political advertising, particularly for reaching mass audiences in local markets.
Advantages:
Broad reach across all demographics
High credibility and impact
Lowest Unit Rate protections for federal candidates
Strong local news programming
Limitations:
Geographic waste in many districts
Minimum spend requirements
Limited targeting beyond geographic area
Declining viewership among younger demographics
Broadcast buys typically require working directly with station sales representatives or through agency relationships. Campaigns negotiate for specific dayparts (news, primetime, daytime) and program adjacencies.
Cable television
Cable offers more targeted reach than broadcast while maintaining the TV viewing experience.
Advantages:
More precise geographic targeting (by cable system zone)
Lower CPMs than broadcast
Programming-specific placement (news networks, sports, entertainment)
Audience demographic selectivity
Limitations:
Fragmented viewership
Zone-level targeting still wastes budget outside districts
No Lowest Unit Rate protection
Declining subscriber base
Cable buys are typically negotiated through interconnects (groups of cable systems) or directly with individual cable operators in smaller markets.
Connected TV (CTV)
CTV represents the fastest-growing segment of political TV advertising, combining television's impact with digital targeting precision.
Advantages:
Precision geographic targeting (zip code, district-level)
Demographic and voter file targeting
Lower minimum budgets (as low as $50 on platforms like Adwave)
Self-serve options available
Premium streaming inventory (Hulu, Peacock, Tubi, Roku)
Non-skippable ad formats
Limitations:
No Lowest Unit Rate protection
Higher CPMs than linear TV in some cases
Requires digital creative specifications
Newer tracking and measurement landscape
CTV inventory can be purchased through demand-side platforms (DSPs), self-serve platforms, or managed service providers.
Understanding political TV pricing
Political TV advertising pricing follows different rules and dynamics than commercial advertising.
Lowest Unit Rate (LUR)
Federal candidates (and sometimes state candidates depending on state law) are entitled to the lowest rate broadcast stations charge any commercial advertiser for comparable time during specific pre-election windows.
Key LUR periods:
45 days before a primary or primary runoff
60 days before a general or special election
LUR applies to:
Broadcast TV stations
Candidate committee buys (not PACs or party committees)
Uses of the candidate's voice or likeness
LUR does not apply to:
Cable television
CTV and streaming
Digital advertising
Issue advocacy or PAC advertising
Stations must provide federal candidates the lowest rate they charge any advertiser for the same class and length of time. This includes any volume discounts or package deals offered to commercial clients.
Political rate cards
Outside LUR windows (or for non-LUR-protected advertisers), stations typically charge political rates that run 15-40% higher than standard commercial rates. This reflects the last-minute nature of political buys and the high demand during election season.
CTV pricing dynamics
CTV pricing typically operates on a CPM (cost per thousand impressions) basis rather than spot rates. Political CTV CPMs generally range from $25 to $45 depending on targeting precision, inventory quality, and demand.
Unlike linear TV, CTV allows for real-time bidding and programmatic purchasing, which can help campaigns optimize costs and reach during high-demand periods.
Factors affecting political TV rates
Several factors influence what campaigns pay for TV advertising:
Market size: Major markets (New York, Los Angeles, Chicago) command higher rates than mid-size or small markets. However, rate-per-voter-reached may actually favor certain mid-size markets.
Daypart: Primetime and local news command premium rates. Daytime, overnight, and weekend programming typically costs less but reaches different audiences.
Election cycle timing: Rates increase as elections approach. Buying 8 weeks out costs significantly less than buying 2 weeks before Election Day.
Competitive races: Battleground states and competitive districts see higher rates due to increased advertiser demand. Non-competitive districts remain more affordable.
Inventory scarcity: When stations sell out of desirable inventory, remaining options cost more. Planning ahead secures better rates.
Political vs. commercial rates: Outside LUR windows, expect to pay 15-40% more than standard commercial rates for political advertising.
Building a political media buying strategy
Effective political media buying requires strategic planning across multiple dimensions.
Budget allocation across channels
Most political campaigns benefit from a mixed-media approach that leverages each channel's strengths.
Recommended allocation for a mixed-market campaign:
Broadcast TV: 40-50% of budget for broad reach and frequency
Cable TV: 15-25% for programming-targeted reach
CTV: 20-30% for precision targeting and cord-cutter reach
Reserve: 10-15% for responsive spending in final weeks
This allocation shifts based on campaign type. Down-ballot races with tight geographic footprints often allocate more heavily to CTV where precision targeting eliminates geographic waste.
Timing your buys
Political media buying follows predictable seasonal patterns, but successful campaigns understand when to buy and when to hold.
Early buying advantages:
Lower rates before political premiums kick in
Better inventory selection
Ability to test messages and creative
Late buying realities:
Higher competition and rates
Limited inventory availability
Need for rapid deployment of new creative
Recommended timeline:
8-12 weeks out: Lock in broadcast and cable inventory for the final 4 weeks
6-8 weeks out: Begin CTV campaigns for early awareness
4 weeks out: Peak spending period begins
Final 10 days: Maximum GOTV spending
Geographic targeting strategy
Political media buying requires matching geographic reach to voter geography.
Congressional districts: Often span multiple media markets or cover only portions of markets. CTV allows precise district-level targeting that broadcast cannot match.
Statewide races: Benefit more from broadcast reach in major markets combined with targeted CTV for rural areas with expensive or fragmented broadcast coverage.
Local races: CTV precision targeting is often the most cost-effective approach since broadcast and cable reach extends far beyond district boundaries. See our guide on down-ballot advertising for specific strategies.
Daypart strategy
Different dayparts reach different voters with varying cost efficiency:
Morning news (6-9 AM): Reaches voters starting their day. Strong for reaching employed adults and news-attentive voters. Moderate pricing.
Daytime (9 AM-4 PM): Lower CPMs but skews toward non-working adults. Good for frequency building on a budget.
Early evening news (4-7 PM): Strong reach among older voters and news consumers. Higher rates than daytime.
Primetime (8-11 PM): Maximum household reach but highest rates. Best for awareness building with broad audiences.
Late night (11 PM-1 AM): Lower rates with decent adult reach. Works well for younger demographics.
Weekend programming: Sports and entertainment programming can reach voters who don't watch weekday news. Rates vary by programming.
A balanced daypart mix typically outperforms concentration in any single daypart, providing reach diversity while managing costs.
Negotiation tactics for political media buyers
Effective negotiation can significantly impact campaign reach and efficiency.
Broadcast negotiation tips
Research before negotiating: Understand station ratings, competitive market dynamics, and pricing history. Request rate cards but know that political rates are typically negotiable.
Book in advance: Stations are more flexible on rates when inventory is available. Last-minute buying during peak political season means paying premium rates with limited options.
Request makegoods: When spots are preempted, negotiate for replacement inventory in comparable time periods.
Understand class of time: Non-preemptible time costs more but guarantees your ad will run. Preemptible rates are lower but your spot can be bumped by higher-paying advertisers.
CTV buying considerations
CTV buying differs significantly from traditional TV negotiation.
Programmatic vs. direct: Programmatic buying through DSPs offers flexibility and real-time optimization. Direct deals with streaming platforms may provide inventory guarantees and lower rates.
Private marketplace deals: Negotiating PMPs with premium inventory sources can secure better rates and guaranteed access during high-demand periods.
Self-serve platforms: For smaller campaigns, self-serve platforms like Adwave eliminate the need for agency relationships or complex negotiations while still providing access to premium CTV inventory.
Working with media buying agencies
Many larger campaigns engage media buying agencies to handle their TV advertising. Understanding this relationship helps campaigns make informed decisions.
Agency advantages:
Expertise in rate negotiation
Established station relationships
Media planning capabilities
Creative trafficking and management
Compliance expertise
Agency considerations:
Commission structures (typically 10-15% of spend)
Minimum budget requirements
Potential conflicts with other clients
Response time for rapid changes
When to use an agency:
Major statewide or federal races
Budgets exceeding $100,000
Complex multi-market campaigns
Campaigns without in-house media expertise
When to go direct:
Local races with limited budgets
Single-market campaigns
Campaigns using self-serve platforms
Rapid-response advertising needs
For many down-ballot campaigns, self-serve CTV platforms provide agency-quality access to premium inventory without agency fees or minimums.
Creative requirements for political TV
Different TV platforms have specific creative requirements that campaigns must understand.
Broadcast and cable specifications
Standard formats:
:15 (fifteen seconds)
:30 (thirty seconds)
:60 (sixty seconds)
Technical requirements:
HD resolution (1920x1080)
Proper audio levels (broadcast loudness standards)
Station-specific delivery methods (tape, electronic)
Required elements:
Sponsor identification ("Paid for by...")
Candidate approval disclaimer (for candidate ads under FCC rules)
CTV creative specifications
Standard formats:
:15 and :30 most common
Non-skippable in most placements
Technical requirements:
HD resolution minimum
Proper aspect ratios (16:9 standard)
File size limits vary by platform
Streaming-optimized encoding
CTV platforms typically have automated creative review processes, but political ads may require additional verification steps. Plan for 24-48 hours for creative approval on political campaigns.
Compliance and documentation
Political media buying requires rigorous compliance with federal and state regulations.
FCC requirements
Sponsor identification: All political ads must clearly identify who paid for them. The disclosure must be visible and audible.
Public file requirements: Broadcast stations must maintain public files documenting political ad purchases, including buyer identity, spots purchased, and rates paid.
Equal time: If a station provides free time to one candidate, it must offer equal time to opponents.
Platform-specific requirements
Most major advertising platforms require political advertiser verification:
Broadcast: FCC requires stations to verify advertiser identity and maintain public records.
Cable: Similar to broadcast, though specific requirements vary.
CTV/Streaming: Major platforms (Roku, Hulu, Amazon) require political advertiser verification before accepting political creative. Verification can take 1-2 weeks.
Social media: Platforms like Meta require extensive verification for political advertising.
Documentation best practices
Maintain detailed records of:
All media buys (rates, placements, dates)
Creative versions and approval dates
Sponsor disclosures
Advertiser verification documentation
Invoices and payment records
These records support FEC reporting requirements and protect campaigns from compliance issues.
Measuring political TV advertising effectiveness
Understanding whether media buying is working requires appropriate measurement frameworks.
Key metrics to track
Reach and frequency: How many unique voters saw your ad and how often? Broadcast and cable rely on ratings estimates. CTV provides more precise measurement.
Video completion rate (VCR): For CTV, what percentage of viewers watched the entire ad? Rates above 90% are typical for non-skippable formats.
Website traffic: Monitor campaign website visits during flight periods to gauge ad-driven interest.
Search volume: Track branded search terms to measure awareness lift.
Poll movement: For larger campaigns, tracking polls can indicate message penetration.
Attribution challenges
Connecting TV advertising to vote outcomes remains difficult. Focus on leading indicators (awareness, favorability, website engagement) rather than trying to attribute individual votes to specific ad exposures.
Optimization strategies
Use measurement data to improve campaign performance:
Creative rotation: Monitor which ad versions perform best and shift weight toward top performers. Replace underperforming creative mid-flight.
Daypart optimization: If certain dayparts drive higher website traffic or engagement, shift budget accordingly.
Geographic weighting: Increase investment in precincts showing movement in your direction. Reduce spend in areas where polling shows decisive outcomes either way.
Channel mix adjustments: If CTV is delivering better cost-per-engaged-voter than broadcast, consider shifting allocation. Measure each channel's contribution to overall campaign metrics.
Frequency management: Too few impressions fail to break through. Too many waste budget on over-saturated voters. Monitor frequency by audience segment and adjust.
CTV platforms typically provide real-time reporting that enables faster optimization than traditional broadcast, where post-campaign reports are often the first detailed performance data campaigns receive.
Common questions about political media buying
How far in advance should campaigns book TV time?
For major races in competitive markets, book broadcast and cable inventory 6-8 weeks before your planned flight dates. CTV can be purchased with shorter lead times, often within days, but planning ahead still helps secure better rates and inventory.
What's the minimum budget needed for political TV advertising?
Traditional broadcast and cable typically require $5,000-15,000 minimum monthly investments. CTV platforms like Adwave allow campaigns to start with as little as $50, making TV advertising accessible to down-ballot and local races.
Does the Lowest Unit Rate apply to streaming TV?
No. The FCC's Lowest Unit Rate applies only to broadcast television stations. Cable, CTV, and digital advertising are not covered by LUR protections. PACs and party committees are also not entitled to LUR regardless of platform.
How do campaigns buy CTV advertising?
CTV inventory can be purchased through demand-side platforms (DSPs) for programmatic buying, directly from streaming platforms for direct deals, or through self-serve platforms designed for political advertisers. Self-serve options have made CTV accessible to campaigns without agency relationships.
What percentage of political ad budgets should go to CTV?
Most campaigns allocate 20-30% of TV budgets to CTV, with that percentage growing each cycle. Down-ballot campaigns with tight geographic targets often allocate higher percentages to CTV due to its precision targeting capabilities.
Can campaigns make last-minute TV buys?
Yes, but options become limited and expensive. Broadcast may be sold out in peak political periods. CTV typically offers more last-minute flexibility through programmatic buying, though rates spike during high-demand periods.
Avoiding common political media buying mistakes
Learn from the errors that plague many political campaigns:
Waiting too long to book
Campaigns that delay media buying until the final weeks face limited inventory, premium pricing, and less flexibility. Start planning and booking 8-12 weeks before planned flight dates.
Ignoring cord-cutters
Campaigns that rely solely on broadcast and cable miss the growing population of voters who consume content exclusively through streaming. A media plan without CTV has increasingly large blind spots.
Over-concentrating in primetime
While primetime delivers reach, putting all budget into 8-11 PM programming leaves other dayparts—and the voters who watch during those times—unreached. Diversify daypart allocation.
Neglecting creative refresh
Running the same ad for the entire campaign fatigues audiences. Plan for creative rotation and message evolution, especially in longer campaigns.
Poor geographic alignment
Buying DMA-wide coverage for a race that spans two small counties wastes budget on voters who can't cast ballots in your race. Match channel selection to actual district boundaries.
Inadequate documentation
Failing to maintain proper records creates compliance risks and makes post-campaign analysis difficult. Document everything from the start.
Make political media buying work for your campaign
Political media buying combines art and science. Success requires understanding the unique regulatory environment, pricing dynamics, and inventory landscape of political advertising while remaining flexible enough to respond to campaign developments.
For campaigns at all levels, the key is matching channel selection to campaign geography and voter targeting needs. Broadcast still delivers unmatched reach for statewide and large district races. CTV provides precision targeting essential for down-ballot and geographically constrained races. Most campaigns benefit from a strategic mix of both.
The democratization of TV advertising through self-serve CTV platforms means campaigns of all sizes can now access television's persuasive power. Whether you're buying millions in broadcast time or starting with a few hundred dollars on streaming TV, understanding the fundamentals of political media buying positions your campaign for success.
Ready to start buying political TV advertising? Platforms like Adwave make it easy for campaigns of all sizes to reach voters on streaming TV with precision targeting and low minimums.