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Vice President Kamala Harris, left, and former President Donald Trump

Reuters

Consumers who cut their cable cord in recent years are finding that there’s one thing about linear TV they can’t escape: political ads.

With the U.S. presidential election less than 70 days away, campaigns are swarming streaming services like Roku and Hulu to such a degree that connected TVs are seeing more ad spending than internet platforms such as Facebook and Google.

That’s according to data provided to CNBC by political ad analytics firm AdImpact, which started tracking the connected TV (CTV) category in 2022. AdImpact projected that the CTV market brought in about $236 million in ad sales related to the presidential race this year through Aug. 23. The digital category brought in just under $235 million during the same time, AdImpact said, with Facebook and Google accounting for almost all of it.

“CTV is where there is more engagement,” said Jaime Vasil Winkelfoos, the group vice president of candidates and causes at ad tech firm Basis Technologies. “When voters say they are watching TV, they don’t’ say ‘I’m watching broadcast.”

That trend, Winkelfoos said, is “important for political campaigns when allocating budgets.”

Still, while more money is flowing to streaming services, the total amount is dwarfed by traditional broadcast television.

AdImpact currently projects that overall political ad spending for the 2024 election cycle will be as high as $10.7 billion. Broadcast will account for roughly half, followed by CTV at around 14% and digital at close to 12%. According to a report last week from eMarketer, CTV’s share of spending this election will surge to 13% from 2.7% in the last presidential cycle.

Broadcast brought in about $473 million from early January through Aug. 23. That’s down from $875 million during the same time period of 2020, underscoring CTV’s rapid rise.

Meanwhile, overall election-related spending on Facebook and Google has declined by more than half from 2020, when political ads on those two platforms hit $480 million from Jan. 1 through Aug. 23. The steep drop is mostly because that election featured a competitive Democratic primary with one particular candidate — Mike Bloomberg — spending an enormous amount of money on ads.

“That flowed to direct ads and it benefited Meta and Google specifically,” said Eric Haggstrom, vice president of business intelligence at Advertiser Perceptions.

Streaming services have not only become increasingly popular for consumers in the last few years, but they’ve also opened up new ad-based services. Netflix, for example, first introduced its ad-supported subscription plan in late 2022 as part of a wider effort to drive revenue amid slowing subscriber growth.  Netflix doesn’t yet accept political ads.

Winkelfoos said there’s now more available advertising inventory available on CTV than ever, coinciding with the market’s growth. One nuance in the AdImpact data is that Google’s YouTube video service is in the digital category, while YouTube TV is part of CTV.

Breaking down the 2024 political ad spending trends

AdImpact noted that it provides estimates for the amount of political ad spending on CTV, because those platforms aren’t subject to the Federal Communications Commission’s rules that require traditional TV operators to report certain political ad information. Facebook and Google, like CTV platforms, aren’t subject to the FCC rules, but they disclose some political ad data.

A Meta spokesperson declined to comment, but pointed to remarks made by CFO Susan Li in February, when she said political advertising is “not really a material contributor to revenue growth for us.”

“Even during our last U.S. presidential election cycle in 2020, the government and politics vertical was not among our top 10 verticals either globally or in the U.S.,” Li said at the time. 

For CTV users, especially in swing states, the ad blitz is about to hit hard. Robin Porter, the head of political for ad company LoopMe, said that 60% to 70% of spending typically comes after Labor Day, which is this coming Monday.

Prospective voters can expect to see a lot of ads for Vice President Kamala Harris. Earlier this month, the Democratic nominee announced plans to spend $370 million in a fall advertising rush. The campaign reserved $200 million worth of ad space across streaming platforms like Hulu, Roku and Pandora as part of its strategy to reach U.S. consumers.

“There is more upfront spend, especially in CTV, to secure the inventory upfront, even compared to 2022,” Porter said.

In her home state of Georgia, Porter said there’s been a big push by both presidential campaigns to secure post-Labor Day ad space on both CTV and linear broadcasting. With its 16 electoral votes, Georgia is viewed as a critical battleground in the race to secure the 270 electoral votes needed to win the election.

Winkelfoos said the Harris campaign’s announcement regarding its ad plans, which landed just days before this month’s Democratic National Convention, was huge for the industry.

“We haven’t had that big national moment related to big spending until Kamala,” said Winkelfoos.

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Tesla is offering Cybertruck discounts as EV market gets crowded

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Tesla is offering Cybertruck discounts as EV market gets crowded

A soldier walks next to a Tesla Cybertruck, which was donated to the National Guard, after powerful winds fueling devastating wildfires in the Los Angeles area forced people to evacuate, in the Pacific Palisades neighborhood on the west side of Los Angeles, California, U.S. Jan. 13, 2025. 

Daniel Cole | Reuters

Tesla started offering discounts on new Cybertruck vehicles in its inventory this week, according to listings on the company’s website.

Discounts are as high as $1,600 off new Cybertrucks, with the reduced price depending on configuration, and up to around $2,600 for demo versions of the trucks in inventory, the listings show. Production of the angular, unpainted steel pickups has reportedly slowed in recent weeks at Tesla’s factory in Austin, Texas.

Deliveries of the unconventional pickup began reaching customers in 2023. CEO Elon Musk originally unveiled the Cybertruck in 2019 and said it would cost around $40,000, but its base price in the U.S. was closer to $80,000 over the course of 2024.

Wall Street previously viewed the Cybertruck as an important driver of growth for Tesla’s core automotive sales.

While the Cybertruck outsold the Ford Lightning F-150 last year in the U.S. and became the fifth best-selling EV domestically, according to data tracked by Cox Automotive, its high price, repeat recalls and production issues in Austin hampered growth. In November, Tesla initiated its sixth recall in a year  to replace defective drive inverters.

As CNBC previously reported, Tesla’s deliveries declined slightly year-over-year in 2024, even as EV demand worldwide reached a record. A slew of new competitive models from a wide range of automakers eroded Tesla’s market share.

According to Cox data, full-year EV sales reached an estimated 1.3 million in 2024 in the U.S., an increase of 7.3% from the prior year. But Tesla’s sales for the year declined by about 37,000 vehicles.

The Tesla Model Y SUV and Model 3 sedan ranked as the top two best-selling EVs by a wide margin. But both older, more affordable Tesla models saw sales drop from the previous year. Cox estimated Tesla sold around 38,965 Cybertrucks in the U.S. last year.

In recent days, Musk apologized to customers in California for delays in delivering their Cybertrucks. He said the trucks are now being used to bring supplies and wireless internet service to people in Los Angeles impacted by devastating wildfires.

“Apologies to those expecting Cybertruck deliveries in California over the next few days,” Musk wrote on X. “We need to use those trucks as mobile base stations to provide power to Starlink Internet terminals in areas of LA without connectivity. A new truck will be delivered end of week.”

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Goldman Sachs CEO Solomon says IPO market is ‘going to pick up’ along with dealmaking

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Goldman Sachs CEO Solomon says IPO market is 'going to pick up' along with dealmaking

David Solomon, CEO of Goldman Sachs, speaks during the Reuters NEXT conference, in New York City, U.S., December 10, 2024. 

Mike Segar | Reuters

Goldman Sachs CEO David Solomon says there’s an end in sight to the multi-year IPO drought.

“It’s going to pick up,” Solomon said on Wednesday, in an on-stage interview with Cisco CEO Chuck Robbins at a summit hosted by the computer networking company in Silicon Valley. “It’s been slow, it’s been turned off.”

Solomon, who flew to California for the event just after his Wall Street bank reported fourth-quarter results that blew past analysts’ estimates, said the capital markets broadly are showing signs of life ahead of President-elect Donald Trump’s inauguration next week.

The tech IPO market has largely been dormant since the end of 2021, when tech stocks started falling out of favor due to soaring inflation and rising interest rates. Mergers and acquisitions have been difficult in technology because of hefty regulation that’s restricted the ability for the biggest companies to grow through dealmaking.

Solomon said the mood is changing, and he expects momentum M&A as well as in IPOs.

“We have a more constructive kind of optimism, which always helps,” Solomon said. He later added that, “broadly speaking, I think it’s an improved business environment.”

Earlier in the day, Solomon said on his company’s earnings call that Trump’s election and a swing back to Republican power in Washington is already starting to make an impact in the business world. He noted on the call that “there is a significant backlog from sponsors and an overall increased appetite for dealmaking supported by an improved regulatory backdrop.”

Solomon’s comments on the call and at the Cisco event came on a day when the S&P 500 posted his biggest gain since November, helped by a tame inflation report and Goldman’s results. Goldman’s stock popped 6% on Wednesday.

While the stock market has had a strong two-year run and the S&P 500 and Nasdaq hit fresh records last month, IPOs have yet to see a resurgence. Cloud software vendor ServiceTitan debuted on the Nasdaq in December, marking the first significant venture-backed IPO in the U.S. since Rubrik in April.

“The values came down after 2021, people are growing back into those values,” Solomon said at the Cisco summit.

Some companies have said they’re ready. Chipmaker Cerebras filed to go public in September, but the process was slowed down due to a review by the Treasury Department’s Committee on Foreign Investment in the U.S., or CFIUS. In November, online lender Klarna said it had confidentially filed IPO paperwork with the SEC.

Though he’s bullish about what’s coming, Solomon said that there are structural reasons not to go public. He said 25 years ago there were roughly 13,000 public companies in the U.S., and today that number has come down to 3,800. There are higher standards around disclosure for being public, and there’s now tons of private capital available “at scale.”

“It’s not fun being a public company,” Solomon acknowledged. “Who would want to be a public company?”

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How VPNs might allow Americans to continue using TikTok

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How VPNs might allow Americans to continue using TikTok

Dado Ruvic | Reuters

If TikTok does indeed go dark on Sunday for Americans, there may be a tool for them to continue accessing the popular social app: VPNs. 

The Chinese-owned app is set to be removed from mobile app stores and the web for U.S. users on Sunday as a result of a law signed by President Joe Biden in April 2024 requiring that the app be sold to a qualified buyer before the deadline. 

Barring a last-minute sale or reprieve from the Supreme Court, the app will almost certainly vanish from the app stores for iPhones and Android phones. It won’t be removed from people’s phones, but the app could stop working. 

TikTok plans to shut its service for Americans on Sunday, meaning that even those who already have the app downloaded won’t be able to continue using it, according to reports this week from Reuters and The Information. Apple and Google didn’t comment on their plans for taking down the apps from their app stores on Sunday.

“Basically, an app or a website can check where users came from,” said Justas Palekas, a head of product at IProyal.com, a proxy service. “Based on that, then they can impose restrictions based on their location.”

Masking your physical internet access point

That may stop most users, but for the particularly driven Americans, using VPNs might allow them to continue using the app. 

VPNs and a related business-to-business technology called proxies work by tunneling a user’s internet traffic through a server in another country, making it look like they are accessing the internet from a location different than the one they are physically in. 

This works because every time a computer connects to the internet, it is identified through an IP number, which is a 12-digit number that is different for every single computer. The first six digits of the number identifies the network, which also includes information about the physical region the request came from.

In China, people have used VPNs for years to get around the country’s firewall, which blocks U.S. websites such as Google and Facebook. VPNs saw big spikes in traffic when India banned TikTok in 2020, and people often use VPNs to watch sporting events from countries where official broadcasts aren’t available. 

As of 2022, the VPN market was worth nearly $38 billion, according to the VPN Trust Initiative, a lobbying group.

“We consistently see significant spikes in VPN demand when access to online platforms is restricted, and this situation is no different,” said Lauren Hendry Parsons, privacy advocate at ExpressVPN, a VPN provider that costs $5 per month to use.

“We’re not here to endorse TikTok, but the looming U.S. ban highlights why VPNs matter— millions rely on them for secure, private, and unrestricted access to the internet,” ProtonVPN posted on social media earlier this week. ProtonVPN offers its service for $10 a month. 

The price of VPNs

Both ExpressVPN and ProtonVPN allow users to set their internet-access location. 

Most VPN services charge a monthly fee to pay for their servers and traffic, but some use a business model where they collect user data or traffic trends, such as when Meta offered a free VPN so it could keep an eye on which competitors’ apps were growing quickly.

A key tradeoff for those who use VPN is speed due to requests having to flow through a middleman computer to mask a users’ physical location. 

And although VPNs have worked in the past when governments have banned apps, that doesn’t ensure that VPNs will work if TikTok goes dark. It won’t be clear if ExpressVPN would be able to access TikTok until after the ban takes place, Parsons told CNBC in an email. It’s also possible that TikTok may be able to determine Americans who try to use VPNs to access the app.  

(L-R) Sarah Baus of Charleston, S.C., holds a sign that reads “Keep TikTok” as she and other content creators Sallye Miley of Jackson, Mississippi, and Callie Goodwin of Columbia, S.C., stand outside the U.S. Supreme Court Building as the court hears oral arguments on whether to overturn or delay a law that could lead to a ban of TikTok in the U.S., on January 10, 2025 in Washington, DC. 

Andrew Harnik | Getty Images

VPNs and proxies to evade regional restrictions have been part of the internet’s landscape for decades, but their use is increasing as governments seek to ban certain services or apps.

Apps are removed by government request all the time. Nearly 1500 apps were removed in regions due to government takedown demands in 2023, according to Apple, with over 1,000 of them in China. Most of them are fringe apps that break laws such as those against gambling, or Chinese video game rules, but increasingly, countries are banning apps for national security or economic development reasons.

Now, the U.S. is poised to ban one of the most popular apps in the country — with 115 million users, it was the second most downloaded app of 2024 across both iOS and Android, according to an estimate provided to CNBC from Sensor Tower, a market intelligence firm.

“As we witness increasing attempts to fragment and censor the internet, the role of VPNs in upholding internet freedom is becoming increasingly critical,” Parsons said.

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