With the clock ticking down in the most intense days of the election, political ads are flooding mobile phones, social media and streaming platforms — but what about the millions of Americans still watching TV using old-fashioned antennas either on the roof of their houses or now, more commonly, from small black antennas that rest against their windowpanes? Nielsen estimates that 18.2 percent of U.S. households still watch TV this way, and the percentage watching in the Midwest is even higher — up to 34 percent in Wisconsin, for example. These overlooked households could be the secret weapon in swinging swing states in these white-hot final moments of the election.
As candidates scramble for every vote, the battle rages on a medium many decision-makers thought was long gone — over-the-air television. This often-overlooked antenna TV audience presents a unique opportunity, especially in swing states where every vote counts. Often, wired consumers don’t fully understand the differences. For example, WNBC is a broadcast TV network and can be watched for free over the air. At the same time, MSNBC is a content network that is not broadcast at all and comes in a paid TV or streaming package. The FCC rules are different for each form. The primary difference is that broadcast channels reach all Americans, but content channels don’t.
In many ways, the over-the-air TV viewers are TV’s “forgotten men and women.” These viewers tend to be older, less affluent, and live in areas with limited broadband access, making them harder to reach through traditional digital channels. Yet, they could represent a significant and influential voting bloc and could significantly affect the results of a tight election.
The largest TV stations broadcast their signals everywhere — over the air, on cable, satellite and streaming services. The other group of stations we are focused on reaching, and often considered a lesser class of TV stations, are called low-power TV stations (LPTVs). Created in 1982, these stations were initially held back by FCC rules that allowed cable and satellite providers to skip carrying them. As a result, LPTVs mainly were overlooked. However, with more people turning to free, over-the-air TV, the viewership for these stations is growing. Today, there are more than 2,000 LPTV stations, and 50 million Americans can tune in. While full-power stations once dominated, low-power stations are now reaching a growing audience who still rely on old-school TV antennas.
Stations like PurpleTV have tapped into a method of reaching this audience this election season, and the LPTV has been running close to 5,000 pro-Harris/Walz ads.The broadcast outlet has been running ads to target these viewers and covering Harris rallies across states like Florida, Ohio and North Carolina, ensuring political messaging reaches living rooms in suburban areas often neglected by digital-first campaigns.
While content consumption online tends to be a “lean forward” experience, where the user picks what they want to see (though TikTok now is doing the picking for you), over-the-air television remains a “lean-back” experience, where viewers are more relaxed and receptive and are making channel choices every few minutes, not video choices every few seconds. Large screen sizes and the uninterrupted nature of TV viewing provide a visual effect that even mobile devices struggle to match.
Political ads running on these channels can have a lasting impression on viewers, presenting an advantage for campaigns looking to solidify their message in voters’ minds.
Even today, broadcast TV still has a powerful reach and generates many impressions simultaneously, making it a favorite of campaigns and candidates. The effect is heightened by the screen’s physical size (up to 100 inches now), which drives a powerful impression.
As Election Day approaches, old-fashioned over-the-air television could still play a pivotal role in shaping the outcome. Whether this strategy can shift the balance in tightly contested states remains to be seen, but it’s clear that television, despite the rise of digital media, still holds considerable sway in political messaging. After all these years, LPTV stations may yet deliver the extra 1,000 votes to make all the difference.
It is to be determined whether targeting this audience could be a game-changer — but we will soon find out.
