TV packs a Political Punch!
Many are relieved that the midterm elections are over and that TV’s political punch is now hiding in the corner. We can all breathe a sigh of relief. In the weeks leading up to the election, it was hard to find an ad on TV that wasn’t for a political candidate. TV packed a vicious political punch. In previous years, 60 to 65 percent of political ad dollars have been spent between Labor Day and Election Day. That is a boatload of money to plan and place within a two-month period.
The 2018 Midterm elections were an atypical year for political advertising like the current nature of American politics. Emotions are running high and so are political dollars. Therefore, political spending is expected to top $5 billion, according to the Center for Responsive Politics. That is a massive political punch. Political media spent through Election Day this year is greater than the total spent is 2016 for the Presidential election.
TV vs. Digital Media
TV still holds 95 percent of political ad dollars. Even with, the increase of digital media, TV continues to lead in politics. The emotional effect of TV is a key factor to political campaigns.
In the past, TV campaigns have relied on age-based buying demographics as their audience targeting. Now they are bringing advanced data such as MVPDs (multichannel video programming distributors).
Expanding Network buys
TV networks are also working themselves onto TV buys. The typical buy for Republican candidates has gone from one network to four to six networks. The typical buy for Democratic candidates has increased to as many as 12 to 14 networks.
Political advertisers are also embracing digitally – driven TV platforms. Political spending on digital media has gone up triple digits from 2016.
With MVPD’s and networks increasing ability to find valuable viewers, traditional buying patterns are changing. Marketers are finding new customers and politicians are finding new potential voters. However, TV is still the big behemoth. Presently, things are returning back to normal. I just saw a commercial for Tide. Our TV is back to how I remember it. Until 2020.