With election season comes unprecedented levels of investment and chaos in advertising. Media Buyer Carla Sparks offers insights into how B2C and B2B brands can navigate the turbulent times ahead.
Why is securing media buys more difficult in an election year?
Candidates typically purchase large amounts of inventory in short bursts that start right away. Large, on-going PAC spending, such as the millions Paul Bondar spent challenging Congressman Tom Cole in the primaries, can have a devastating effect on regular advertisers’ schedules. Broadcast stations, by law, must give candidates the lowest unit rate leading up to a primary or general election and offer the same to all candidates. Savvy station managers apply early pressure on their inventory by reserving a portion during political windows, which can inflate the lowest unit rate. Stations also classify their limited inventory based on likelihood of preemption, meaning the more you pay, the more likely your spot will run.
How can a brand know if traditional media is worth the effort?
It depends on the campaign and goals. Negotiating and placing broadcast buys early doesn’t mean they are protected from preemptions. For extremely short flights (two or three weeks) in a heavy political window, PAC spending can “bump” a regular advertiser’s purchased spots, leaving brands with a pool of credits with a station. Digital advertising often offers a better return on investment, but we are seeing more PAC spending in the digital media landscape, and it is leading to the same effect. The key is to be flexible with placements or adjust flights to another week with less inventory pressure.
