Local advertising is poised to surge 16.4%, from $113 billion in 2015 to $132 billion this year, according to a new forecast from Borrell Associates. Key drivers are a $5.5 billion injection from state and local election ads, and $17 billion in additional spending that local businesses are likely to dole out for digital media.
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With TV ad spending on the GOP presidential race five times higher than at the same point four years ago, the unprecedented slugfest will make digital solutions a more attractive media option.
TV viewers in many contested states are likely to be exposed to 3,000+ political commercials in the 60 days preceding the 2016 election. And that has important repercussions for every advertiser. First, gaining share-of-voice in this cluttered environment “is going to be virtually impossible to achieve with every candidate trying to out-shout the other”. Secondly, the negative tone of political ads is shown to have a toxic effect on commercials from non-political advertisers. “When there’s 3, 4 or 5 political commercials in every television commercial break, it’s impossible for any advertiser to escape unscathed from this environment of negative mudslinging,”. Third, a commercial’s effectiveness is diminished when multiple competitors for the same office attack each other. All of which could make for a much stronger case to shift dollars to digital solutions. Already there are encouraging signs. How Digital Can Benefit From TV’s Lack of Political Ad Effectiveness |
Damon Balch
A 20+ year advertising executive is providing a no-charge idea driven consultative business overview. Archives
May 2020
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