US Presidential election years have always been difficult for local linear TV advertisers, but in this 2024 election season the impact is looking to reach more into digital channels and at a higher spend than even 2020. Read on to hear our POV on how you can get ahead of increasing spend in digital channels.

Quick Points

2024 ad spend will likely surpass 2020 by ~30%, with increasing focus on digital channels such as CTV

Some digital media channels like Linkedin, Pinterest and TikTok have banned political ads, though Meta, YouTube, and most ad-supported CTV will have plenty of political ads running, which will have various impacts on consumers and the marketplace

Political spending pressure will vary by timing and geography

• Presidential campaign spending is currently focused on Arizona, Georgia, Michigan, Nevada, North Carolina, Pennsylvania and Wisconsin, but there are other tight races for Congress, etc.
• Days leading up to key events may see a ramp up.

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Prepare for rising costs — Most of space150's media clients saw an increase in costs on Meta the week preceding the debate, we expect to see costs increase in channels in addition to Meta including YouTube, CTV (direct and programmatic) and X.

If your media strategy relies heavily on the platforms that allow political advertising, be ready for this fluctuation — we recommend considering one or more of the following

• Assess if a 15–20% cost increase warrants a shift in media
• Reduce or pause geographies or timeframes that might particularly be impacted in hopes of lower cost — Meta Ads Library can serve as a useful tool here. Google has a similar tool.
• Consider shifting budget into other previously-tested channels (or prioritize testing sooner than later). We have our eyes on TikTok, Pinterest and Paid Search.

Watch for declining consumer sentiment — Fatigue from high volume/and or too many political ads, on a specific platform could mean less engagement with media or brands overall.

• Monitor sentiment analysis more often to understand how political ads might impact your audience's perception and engagement.
• Consider tailoring messaging to maintain brand relevance and resonance and pace creative rotations during periods of lower political ad activity. This might mean focusing on non-peak times or adjusting the timing of major campaigns to avoid direct competition.
• Implement stringent brand safety measures to ensure ads are not placed alongside politically sensitive or controversial content, which could negatively impact brand perception. Note that opportunities for this vary by channel

Expect the Unexpected

It's only July and it's already been a tumultuous election cycle. We can only guess what might come next. Ensure your teams are monitoring KPIs, optimizing with the lens of this unique marketplace, and staying flexible for new factors that come.