Influences of the Presidential Election on Marketing
‘Tis the season for unseen ads. Every four years we know it’s coming, yet somehow, we’re never quite prepared for the mayhem it brings.
Expect to fight for consumer attention, advertising costs, and media available as political campaigns take over the market which make the fight for ad space much more competitive. For brands and businesses, it can feel impossible to break through the noise.
Election cycles have a massive impact on the marketing and advertising world, influencing everything from ad spend to demographic targeting. Brands and businesses must rethink their game plan to stay relevant. The very first step is understanding how this time of year reshapes the landscape for marketing and advertising.
Let’s explore how a presidential election can affect marketing strategies, cost, and ad placement across the board
Political ad spending in 2024 is projected to reach $10.2 to $12 billion, marking a 13-30% increase from 2020. This will create stiff competition for ad space, especially in swing states during critical campaign periods.
With political ads flooding the market, advertisers will see cost rise significantly. CPMs for connected TV (CTV) and paid social are expected to spike by 15-50% in the final weeks before the election, while TV and radio will also experience higher costs as campaigns dominate these channels.
CTV will take the biggest impact, with 45% of political ad budgets focused on this channel. Many brands may shift their ad spend to platforms that don’t allow political ads, such as Netflix, Disney+, or LinkedIn, this way, they will avoid competition.
Brands will need to adjust their strategies to cut through the election noise. Positive, feel-good campaigns can serve as a contrast to political negativity, and focusing on local events or stress-relief content could resonate better with audiences dealing with election fatigue. Some brands might even pause ads during major political events to avoid wasted spend.
Political ad spending on digital platforms is expected to increase by 156% compared to 2020, with a growing focus on influencer marketing. This could reshape the broader influencer landscape. As political campaigns seek new ways to connect with audiences.
Campaigns are set to focus heavily on younger voters through digital and social channels, leading to increased competition for advertisers trying to reach the same demographic.
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