Between July 2 and August 23, 2023, US TV political advertising spiked up to $3.7 million nationally. In the lead up to the 2024 election, media spending and impressions will continue to rise. The truth of it: Political advertising will impact your paid media campaigns regardless of your brand, industry, or messaging.
Paid Media Surges in Political Advertising
Political ad spending for the 2024 election cycle is outpacing the 2020 election by over $200 million. On the day of the August GOP debate, media buying from Super PACs rose to 50 million impressions, up from 3.1 million a month earlier. While 2023 does not have midterm or presidential elections, a growing number of state, local, and judicial candidates have embraced paid media at the core of their campaigns.
Beyond increased political ad spending, as a media agency, we are also paying close attention to notable shifts in strategy and timing. Paid media political budgets are launching sooner and at higher values, running consistently instead of mainly during key periods. This is partly fueled by changes in voting methods and windows, and how media algorithms work behind the ads. An upswing in alternative voting (e.g. Vote by Mail and Early Voting) makes it more important to distribute messaging sooner and retarget potential voters for a longer duration.
How Should Your Paid Media Adapt During the Political Season?
1. Prepare for tight inventory: savvy media buyers will navigate fluctuating inventory on linear TV and programmatic media channels to ensure your ads maintain strong reach.
2. Prioritize brand safety: media planners should ensure your ads are not lost in a clutter of content, and especially that there is alignment between your brand and surrounding messages.
3. Monitor markets: your media agency should be diligent in tracking external factors and make proactive recommendations for campaign optimizations.
4. Pay attention to prices: your paid media team should be aware of the rules guiding how FCC-regulated media, such as broadcast TV and radio, prices political and non-political ads.
Evolve Paid Media Tactics in Response to More Political Ads
As political ads swell TV and other channels, media strategists must provide dynamic solutions so non-political ads continue to drive conversions. Industry-leading research tools will help media agencies keep their finger on the pulse of any changing media consumption habits that may result from this landscape. Media plans are likely to evolve based on this data and insights from campaign performance.
Considering TV advertising in your upcoming campaign? Don’t hesitate to get in touch.
Check out our Surviving the TV Advertising Rollercoaster series to explore Part 1: Adapting to Changes in TV Media Buying & Attribution, Part 2: The Growth of CTV, and Part 3: Programmatic Advertising is the Future.
Between July 2 and August 23, 2023, US TV political advertising spiked up to $3.7 million nationally. In the lead up to the 2024 election, media spending and impressions will continue to rise. The truth of it: Political advertising will impact your paid media campaigns regardless of your brand, industry, or messaging.
Paid Media Surges in Political Advertising
Political ad spending for the 2024 election cycle is outpacing the 2020 election by over $200 million. On the day of the August GOP debate, media buying from Super PACs rose to 50 million impressions, up from 3.1 million a month earlier. While 2023 does not have midterm or presidential elections, a growing number of state, local, and judicial candidates have embraced paid media at the core of their campaigns.
Beyond increased political ad spending, as a media agency, we are also paying close attention to notable shifts in strategy and timing. Paid media political budgets are launching sooner and at higher values, running consistently instead of mainly during key periods. This is partly fueled by changes in voting methods and windows, and how media algorithms work behind the ads. An upswing in alternative voting (e.g. Vote by Mail and Early Voting) makes it more important to distribute messaging sooner and retarget potential voters for a longer duration.
How Should Your Paid Media Adapt During the Political Season?
1. Prepare for tight inventory: savvy media buyers will navigate fluctuating inventory on linear TV and programmatic media channels to ensure your ads maintain strong reach.
2. Prioritize brand safety: media planners should ensure your ads are not lost in a clutter of content, and especially that there is alignment between your brand and surrounding messages.
3. Monitor markets: your media agency should be diligent in tracking external factors and make proactive recommendations for campaign optimizations.
4. Pay attention to prices: your paid media team should be aware of the rules guiding how FCC-regulated media, such as broadcast TV and radio, prices political and non-political ads.
Evolve Paid Media Tactics in Response to More Political Ads
As political ads swell TV and other channels, media strategists must provide dynamic solutions so non-political ads continue to drive conversions. Industry-leading research tools will help media agencies keep their finger on the pulse of any changing media consumption habits that may result from this landscape. Media plans are likely to evolve based on this data and insights from campaign performance.
Considering TV advertising in your upcoming campaign? Don’t hesitate to get in touch.
Check out our Surviving the TV Advertising Rollercoaster series to explore Part 1: Adapting to Changes in TV Media Buying & Attribution, Part 2: The Growth of CTV, and Part 3: Programmatic Advertising is the Future.
