DirecTV Deploys AI to Chase Billions in Political Ad Spending

DirecTV is launching DirecTV Elect, an AI-powered advertising platform designed to capture a piece of the record-breaking $10.8 billion in political ad spending projected for the 2026 midterms, as reported by Advanced Television. The move gives political campaigns a new weapon for targeting voters on the growing connected TV (CTV) battleground.

• The AI playbook: The platform’s AI crunches a trove of data—from social media sentiment to voter donation histories—to help campaigns refine their message for specific audiences. The analysis allows for targeting not just by state or district, but down to the zip code level, with access to an audience of over 130 million monthly users across DirecTV’s streaming and cable network inventory.

• Following the money: The launch is a clear bet on CTV, which AdImpact projects will hit $2.5 billion in political ad spending in 2026. DirecTV is also giving campaigns access to premium inventory like live sports, aiming to reach highly engaged and undecided voters where they are watching.

• An old-school edge: The strategy leans heavily on the idea that TV remains a more trusted medium than social media. According to a survey conducted by the company, more than 60% of adults trust political ads they see on TV, and more than half find them to be the most persuasive.

With Elect, DirecTV is muscling in on the lucrative political ad market long held by local broadcast stations, threatening a reliable revenue stream that local TV has depended on for decades.

The broader media industry is also feeling the pressure to find new revenue, with Paramount Global recently partnering with ad giants Publicis and IPG after reporting an 11% drop in its own advertising revenues.