--- title: Who's Paying Attention to Political Ads Right Now? description: TVision analyzed viewer attention and in-room presence by political party and age, across both CTV and linear TV viewing from September 1, 2023 - February 29, 2024 to understand how viewers are engaging with political ads. image: https://www.tvisioninsights.com/hubfs/iStock-1142470115.jpg --- [![TVision Logo](https://www.tvisioninsights.com/hs-fs/hubfs/TVision%20Brand%20Guidelines/TVision_logo_color_rgb_whiteText.png?width=1804&height=202&name=TVision_logo_color_rgb_whiteText.png "TVision Logo")](https://www.tvisioninsights.com/) Blog  |   Insights # Who's Paying Attention to Political Ads Right Now? By TVision   |   March 25   |   Blog  |   Insights ## Republicans Are Paying More Attention to Political Ads Political ad spending in the US in 2024 will reach as much as $12.32 billion. That's 30% more than the last presidential election year, 2020. Most of this spending will be allocated to television, including CTV, according to a [recent Insider Intelligence](https://www.reuters.com/world/us/us-political-ad-spending-soar-2024-with-tv-media-biggest-winner-report-2024-01-11/) report. But we all know these ads will only work if they reach their intended audience and that viewer is paying attention. So, the question is, who is paying attention to political ads right now? TVision analyzed viewer attention and in-room presence by political party and age, across both CTV and linear TV viewing from September 1, 2023 - February 29, 2024 to understand how viewers are engaging with political ads.  KEY TAKEAWAYS: - On CTV viewers are paying more attention to political ads than other ads - Republicans are paying more attention to political ads than Democrats or Independents - Younger women (18-34) are paying more attention to political ads than their male counterparts - But older men (35-54) are paying more attention to ads than women of the same age ![2024Politics-Attention18-24_v3](https://www.tvisioninsights.com/hs-fs/hubfs/2024Politics-Attention18-24_v3.jpg?width=1690&height=1080&name=2024Politics-Attention18-24_v3.jpg) ## Americans Are Paying Attention to Political Ads on CTV According to data collected from TVision's panel between September 1, 2023 and February 29, 2024, Americans paid more attention to political ads on CTV than other ads. This was true for all age bands, except for the youngest viewers (18-24 year olds). Older viewers, specifically 50-54 year olds paid 22% more attention to political ads than other ads on CTV in the time period.  ![2024Politics-Republicans-v2](https://www.tvisioninsights.com/hs-fs/hubfs/2024Politics-Republicans-v2.jpg?width=1689&height=1081&name=2024Politics-Republicans-v2.jpg) ## Republicans Are Tuning in and Paying the Most Attention  Republicans were more likely to be in the room (79.9% viewability) when a political ad was airing, and paid more attention (63%) for longer periods of time (18.9 seconds per ad) than Democrats and Independents, during the time period studied. ![2024Politics-Gender-v2](https://www.tvisioninsights.com/hs-fs/hubfs/2024Politics-Gender-v2.jpg?width=1689&height=1080&name=2024Politics-Gender-v2.jpg) ## Young Female Viewers are Paying High Attention to Political Ads Interestingly, young female viewers (those between ages 18-34) paid more attention to political ads than their male counterparts, but women (age 35-54) paid less atttention than men to political ads.  ## Find and Target Political Audiences with TVision Audiences While its clear that overall viewers are paying more attention to political ads, certain demographics are even more engaged. During the primary season Republicans paid more attention than Democrats, which is possibly a result of the more competitive Republican primary.  It will be interesting to see if this trend continues throughout the election season. Young women appear to be more engaged than older women, and men of the same age, possibly due to the focus on themes related to women's health and reproductive rights.  Super Pacs, political parties and others interested in targeting ads to viewers based on their political interests and engagement can leverage [TVision Audiences](https://www.tvisioninsights.com/digital-activation) to specifically reach these viewers and more.  Our political segments include Engaged Republicans, Engaged Democrats, Unengaged Republicans, and Unengaged Democrats. ![LinkedIn](https://www.tvisioninsights.com/hubfs/Assets%202018%20-%20S2/illustrations-icons/linkedin-icon.png) ![Twitter](https://www.tvisioninsights.com/hubfs/Assets%202018%20-%20S2/illustrations-icons/twitter-icon.png) ![Facebook](https://www.tvisioninsights.com/hubfs/Assets%202018%20-%20S2/illustrations-icons/fb-icon.png) ## More resources from TVision [blog](https://www.tvisioninsights.com/resources/tag/blog) [TVision's New TV Attention and Creative Impact Report](https://www.tvisioninsights.com/resources/tvisions-new-tv-attention-and-creative-impact-report) Today TVision, the company measuring every second of TV and CTV viewer engagement, released the H2 2025 State of Streaming Report. The semi-annual State of Streaming Report is the industry's best resource for insight into attention and engagement with streaming apps, content and ads. [Read More](https://www.tvisioninsights.com/resources/tvisions-new-tv-attention-and-creative-impact-report) [blog](https://www.tvisioninsights.com/resources/tag/blog) [TVision Insights Enters Definitive Agreement to Be Acquired by Viant Technology](https://www.tvisioninsights.com/resources/tvision-insights-enters-definitive-agreement-to-be-acquired-by-viant-technology) Today TVision, the company measuring every second of TV and CTV viewer engagement, announced it has entered into a definitive agreement to be acquired by Viant Technology Inc. (NASDAQ: DSP), a leader in CTV and AI-powered programmatic advertising, in a transaction valued at $40 million. The deal, expected to close in Q2 2026, brings TVision's second-by-second, person-level attention data, co-viewership signals, and in-room presence measurement directly into Viant's buying platform. [Read More](https://www.tvisioninsights.com/resources/tvision-insights-enters-definitive-agreement-to-be-acquired-by-viant-technology) [blog](https://www.tvisioninsights.com/resources/tag/blog) [TVision's New State of Streaming Report Reveals How Context, Pod Position and More Impact Viewer Engagement](https://www.tvisioninsights.com/resources/tvisions-new-state-of-streaming-report-h2-2025) Today TVision, the company measuring every second of TV and CTV viewer engagement, released the H2 2025 State of Streaming Report. The semi-annual State of Streaming Report is the industry's best resource for insight into attention and engagement with streaming apps, content and ads. [Read More](https://www.tvisioninsights.com/resources/tvisions-new-state-of-streaming-report-h2-2025) ### Find Your Brand's TV Performance Or try these: [Geico](https://www.tvisioninsights.com/search-results?brand=Geico), [Amazon](https://www.tvisioninsights.com/search-results?brand=Amazon), [Progressive](https://www.tvisioninsights.com/search-results?brand=Progressive), [State Farm](https://www.tvisioninsights.com/search-results?brand=State%20Farm), [T-Mobile](https://www.tvisioninsights.com/search-results?brand=T-Mobile) ## Get in Touch Need more info, have a question or want a demo? Tell us a little bit more and we'll respond shortly. ## Stay Up to Date The TV landscape is changing quickly. 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