DIRECTV Advertising announced the launch of DIRECTV Elect, an AI-powered digital platform designed to help political advertisers reach and engage connected TV (CTV) audiences with precision, scale, and intelligence.
Building on its legacy as a pioneer in linear addressable advertising through D2 Media Sales, DIRECTV is extending its expertise into the streaming space. DIRECTV Elect provides political campaigns and advocacy groups with access to premium CTV inventory across DIRECTV and leading national cable networks, reaching more than 130 million monthly active users across the U.S.
The platform empowers campaigns to deliver their messages across trusted, brand-safe environments – including live news, sports, and entertainment – through television’s credibility combined with the precision and flexibility of digital media.
“AI is redefining how political campaigns discover and engage with voters, helping unlock deeper insights and more effective connections,” said Amy Leifer, Chief Advertising Sales Officer at DIRECTV Advertising. “When that intelligence is complemented by the reach and credibility of television, voters gain greater clarity and confidence in what they see, while campaigns can achieve stronger results. DIRECTV Elect brings these strengths together – combining the trust of television, the precision and flexibility of digital, and the intelligence of DIRECTV Advantage, all fueled by AI.”
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AI-Driven Insights to Reach Voters with Precision
At the core of DIRECTV Elect is DIRECTV Advantage, the company’s advanced data and insights platform. Leveraging AI, the system analyzes millions of data signals — including large language model (LLM) responses, news coverage, social media trends, donation activity, and voter behaviors – to help campaigns identify where to focus, what messages to emphasize, and who to reach.
From national messaging to hyper-local targeting, DIRECTV Elect supports geo-targeting by ZIP code, district, and state, enabling advertisers to tailor messaging based on real-time voter sentiment and campaign priorities.
“Campaigns need to meet voters wherever they are, across linear, streaming, and digital environments,” said Drew Groner, SVP, Head of Sales and Marketing for DIRECTV Advertising. “Political ad buyers want to find new ways to reach undecided voters, voters in the battleground states and those in states with the highest projected spend. What is particularly interesting this year is that they’re looking to use live sports programming to break through to those audiences. DIRECTV Elect can now give campaigns access to premium live sports inventory on streaming at scale, along with the insights to help them deliver their message where and when it needs to be heard.”