Don’t Go Dark On Advertising During Election Season, New Research Suggests
Politics are inherently controversial, and during an election season, viewers get fatigued and frustrated by the ceaseless parade of combative political ads. This causes some brands to halt brand product launches or reduce brand spending during contentious election years. It’s a potentially riskier time to advertise, says Karen Daboll, analyst of ad creative effectiveness at iSpot.
But what does the new research suggest?
U.S. political CTV ad spend projected to grow by 600% this presidential election cycle
During Ron DeSantis’ gubernatorial reelection run in 2022, his media team leaned heavily into streaming and online video advertising, directing $20 million of the overall $70 million budget into those channels. The strategy became a resounding success. DeSantis overwhelmingly won his reelection campaign, landing the largest margin of victory in a Florida gubernatorial election since 1982.
The 2024 Political Cycle’s Impact on TV Advertising
A couple of things are certain every election year: your favorite candidate will ignore the debate moderators, and your TV screen will be blitzed with more political ads than you thought possible. Are you ready for it?