What We Don’t Know: Political Advertising on Streaming and Connected Television

Abstract

Political ads on streaming services have exploded in the United States. Yet, what we know about political ads on streaming services, such as Hulu or Peacock, or CTV (i.e., connected television) devices, such as Roku, is minimal. In this research, we examine what is known about the regulation of ads on streaming services and CTV devices based on a systematic review of the published policies of the providers. We first examine federal regulations that pertain to advertising on CTV, including rules surrounding transparency and disclosure. We then examine the policies of those streaming services and devices that sell this advertising. Finally, we examine the minimal data available on spending on CTV and streaming ads. We conclude that incomplete reporting mandates mean that a significant portion of ads relevant to federal elections are likely unreported in any capacity, most specifically from dark money groups. Additionally, reporting mandates at the federal level for candidates, parties, and political action committees do not allow for accurate summaries of ad spending across digital platforms, making it incredibly difficult to get a complete picture of the scale and scope of ad spending in American elections.