For decades, linear TV (i.e., traditional mediums like broadcast, satellite, and cable programming) dominated the paid media budgets of political campaigns. It was the undisputed leader in reaching and persuading voters—until now.

As media consumption habits have evolved, so must Republican campaign strategies. Streaming TV has not only grown in audience size but is now surpassing linear TV in reach—especially among swing voters in battleground states.

The Data is Clear: Streaming TV is Now Essential for Campaign Advertising

According to an analysis by Cross Screen Media, the 2024 election cycle marks a turning point in political media strategy:

• 70% of swing voters in battleground states were reachable by streaming TV, compared to 60% via linear TV.
• 28% of swing voters were exclusively reachable via streaming TV, while only 18% were exclusive to linear TV.
• Linear TV’s influence is shrinking, and campaigns that don’t adjust their media mix risk missing key voters.

(We’re big believers in staying on top of the latest trends in political media, and one of the best resources we rely on is Cross Screen Media’s weekly newsletter. It’s packed with actionable insights, industry trends, and expert analysis—and it makes us sound smarter all the time!) 

The Decline of Linear TV – But Not Its Extinction

While linear TV’s dominance is fading, it’s not disappearing overnight. Instead of relying on traditional TV as the primary driver of voter persuasion, campaigns need to adopt a multi-channel marketing approach that also integrates:

• Streaming TV (OTT/CTV)
• Digital advertising (social, programmatic, search)
• Streaming Audio (podcasts and music)
• Texting
• Direct mail

This diversification ensures maximum reach in a fragmented media landscape. 

(By the way, we’ve linked the above topics to recent Arena blog posts if you’re interested in learning more.)

Case in Point: Direct Mail’s Continued Relevance in Political Campaigning

Even as digital advertising grows, traditional outreach methods still have a critical role. Consider this:

• 11% of swing voters in battleground states were unreachable via streaming or linear TV.
• Direct mail may not be the newest tactic, but it remains one of the most reliable ways to engage voters who cannot be reached through digital channels.

Much like how direct mail evolved alongside digital outreach, linear TV will carve out an enduring niche in future election cycles. The key is knowing when and how to use each medium strategically to achieve the most effective media mix.

Key Takeaways for Political Campaigns in 2026 and Beyond

• Streaming TV is no longer optional—it should be a priority in campaign media budgets.
• Linear TV is shrinking, but still valuable—use it where it makes sense.
• A multi-channel marketing approach is essential—voters consume media across different channels, and campaigns must follow them there.

The future of political advertising isn’t about choosing one medium over another—it’s about maximizing reach, efficiency, and impact through a smart, data-driven media mix.

At Arena, we specialize in helping Republican campaigns adapt to changing voter behavior and build winning media strategies. Contact us to talk about how we can optimize your campaign’s media mix.