Locality’s Post

As the 2024 election cycle intensifies, political ad spending is set to surge in key states such as Arizona, Florida, Michigan, and Wisconsin. At Locality, we are tracking every race, every ballot initiative, and many more 2024 election cycle moments that will impact ad spending across local TV and streaming. Our Expert our expert Political Team, serves both political and non-political marketers alike, giving you insight into local political ad spending in the remaining 18 States with primaries, a spending shift towards Senate races and ballot initiatives in a Presidential election cycle, and a deeper dive at U.S. Senate races where both parties are heavily investing in local ads to sway voters and secure the Senate majority.

The political ad wars are already in full swing. Projections indicate that the U.S. will witness a record-breaking $10 billion in political ad spending. Three key factors are driving this surge: expanded advertising platforms, a focus on down-ballot races, and increased campaign funding. California leads the way, despite not being a competitive state in the presidential race, and battleground states remain crucial. The rise of "connected TV" advertising is reshaping the landscape. As we brace for the ad deluge, one thing is clear: political ads are here to stay, and they're more powerful than ever. https://lnkd.in/eCtR6mmQ #Politics #Election2024 #AdvertisingTrends

When it comes to the current U.S. political landscape, one may ask, "Is this really happening?" For political strategists and enthusiasts alike, there've been quite a few unprecedented events in the 2024 election cycle, to say the least. Despite all this, we’re staying focused! Revitalize your understanding of the intersection between politics and advertising with the August edition of Locality's Political Pulse: 🇺🇸 GOP U.S. Senate Ad Strategy - The Path of Least Resistance: The GOP is intensifying its ad spending in key states to reclaim control of the U.S. Senate, targeting Democratic Senators in red states and focusing on open seats in Arizona, Michigan, and Maryland. 🇺🇸 Down-ballot Initiatives Drive Up Political Ad Spending: In the wake of the Dobbs decision, supporters of women’s reproductive rights are placing ballot initiatives across the country, leading to significant local political ad spending in 2024. 🇺🇸 Presidential and a Shift in Overall Political Ad Spending: The first seven months of 2024 saw a shift in political ad spending towards U.S. Senate races and ballot initiatives. As we near Election Day, we forecast a surge in Presidential campaign expenditures, bringing them back towards historical averages. 🇺🇸 Impact of Democratic VP Nominee on Ad Spending: The selection of Gov. Tim Walz as Harris' VP nominee is expected to have limited impact on overall ad spending, with a continued focus on maximizing voter outreach through local ad investments. At Locality, we track every race, every ballot initiative, and many more 2024 election cycle moments that will impact ad spending across local broadcast and streaming video. Get in touch with Locality's streaming, broadcast, and political advertising experts near you >> https://bit.ly/3Uulo1Q #WeAreLocality #PoliticalPulse #Election2024 #AdSpending #CampaignStrategy #PoliticalAdvertising #ElectionMarketing #Streaming #OTT #CTV #Broadcast #LocalTV #LocalAdvertisingMadeEasy

🚨As the election season heats up, the digital landscape becomes trickier for brands! 🗳️✨📊 With #misinformation on the rise, marketers must ensure their ads don't end up next to content that could harm their brand reputation. We know how challenging this can be, which is why Integral Ad Science has launched the Election Lab. 📊🌟 Read the details in the Storyboard18 article. 🔍📊 The Election Lab is your go-to resource for navigating the complexities of #brandsafety during these politically charged times. It's designed to help advertisers maintain alignment and suitability with their values, ensuring their marketing efforts are effective and appropriate. 📚 Don't miss out on our comprehensive IAS Political Guide to deepen your understanding and strategies in political advertising spaces. 👀 For more detailed insights, check out how the Election Lab can transform your advertising strategies during the election period. Links below: https://lnkd.in/eV_SysXW https://lnkd.in/eHPHdXB9

The 2024 election cycle will see the largest political ad spend of all time with reports predicting spending in excess of $10 billion. We’re witnessing a transformative moment in political advertising. This monumental shift isn't just about numbers; it's about the evolution of campaigns, the changing demographics of our nation, and the way messages are crafted and delivered. ❓ What will be the impact of all this spending on campaigns? Will it be enough to deliver profits for broadcast networks and local TV in a slumping ad market? ❓ On which platforms will the most effective ads appear, and how will new developments in technology, like AI, impact not only creative development, but media buying and planning? Is Connected TV(CTV) ready for its big moment?   ❓ Is it still possible to create breakthrough, game-changing political ads that influence voter decisions when casting a vote? Thanks to USC Annenberg School for Communication and Journalism for asking me to develop and teach a course to address those questions for USC students who want to understand how political advertising shapes campaigns, public policy, and our everyday lives. Also looking forward to Dan Schnur joining me in the classroom in fall 2024, and having Dan and other special guests share their insights with our students when we start up in the spring semester (January 2024) Tagging a few of my colleagues, friends and fellow travelers from the political ad and media world below. Please share any interesting spots, digital initiatives, or efforts that you come across (or are creating). You can DM me here, or email me at scaplan@usc.edu.  Amy Levin Matthew Klink Bill Burton Ace Smith Dave Jacobson Daniel Jester Sean Clegg Nate Byer J. Toscano Doc Sweitzer Nicole Harburger Greg Pinelo Paul Mandabach

We all know the media environment is going to be saturated for election season. Which is all the more reason to start planning now. Here’s what the folks at M+R recommend: ANTICIPATE HIGHER COSTS and BOOK INVENTORY AS FAR OUT AS POSSIBLE: Ad spend for the 2024 election cycle is projected to surpass 2020 outlays by a whopping 30%. We can anticipate higher CPMs, particularly during the 6 weeks leading up to the election. Swing states like Wisconsin, Michigan, Pennsylvania, Nevada, Georgia, Arizona, and North Carolina will have much higher competition. NOTE ANY PLATFORM RESTRICTIONS OR BLACKOUT DATES: The biggest restrictions we’ve come across historically are those found on Facebook and Instagram, where we anticipate a similar policy to that of 2022 for ads about social issues, elections, or politics. OPTIMIZE BASED ON THE MOMENT: Leverage unique creative to stand out among the noise. Include your CTA and key message within the first 6 seconds of your ad on social. Monitor the pace of your ad spend and increase your max CPMs/CPCs/bids on ads where you may be pacing behind. EXPECT LONGER APPROVAL TIMES FROM PLATFORMS: When it comes to self-service platforms (i.e., Google Ads, Meta, etc.), there will be longer review times given increased volume as the cycle progresses. Read more: https://lnkd.in/g7NUF5Qi #SweibelArts #MarketingInElectionYear

Does your org have a plan to cut through the noise of a hyper-funded election year? 🤔 $12.3 billion in spending spending will go towards political advertising in 2024. A staggering 28% or $3.5 billion is expected to be poured into traditional digital marketing channels - a 156% jump from the last presidential election year! Why the increase in spending? Americans are spending more and more time glued to their digital devices, with mobile and CTV capturing over 75% of total digital time in 2023. The heightened focus on digital channels is likely to drive up costs for all advertising across the board as political campaigns look to buy facetime with potential voters. The digital ad battleground is heating up like never before. Curious to learn more about how digital marketing is reshaping political advertising? Read the full story here: https://lnkd.in/dRv-Axhp Source: the Current Author: Zharmer Hardimon

🔍 Insightful Read on 2024 US Political Ad Spending! 🇺🇸 In a recent report by Assembly, US political advertising spending is forecasted to smash records by hitting $12 billion in the 2024 election cycle! 📈 Key Takeaways: • A significant $3 billion is anticipated for the presidential race alone. 🏛 • Down-ballot races are not left behind with an expected $9 billion ad spend, mirroring the total political ad expenditure of 2020. 🗳 • Noteworthy is the heightened attention to the governor, attorney general, and secretaries of state races, signaling a shift in political focus and strategy. 💡 In this changing landscape, brands will feel the heat as they balance speaking out on political issues with maintaining their brand health. The blend of consumers and voters highlights the inescapable intertwining of commerce and politics in this upcoming election cycle. 🔄 #USPolitics #AdSpending #Election2024 #PoliticalAdvertising #MarketingStrategy #Branding

June was the biggest month yet for political CTV ads 🇺🇲 📈 Bolstered by primaries and an earlier-than-ever presidential debate, political ads hit their peak for the season so far in June; impressions for political CTV ads were up 42% compared to May. Now that the presidential race has shifted, we'll be keeping a close watch on how ad spending shifts in response 🔍 Read more in our Political Pulse here: https://hubs.li/Q02J5cvr0

From today's Cynopsis newsletter: The projection for political spending for the 2024 election cycle has risen from $10.2 billion to a record $10.7 billion at AdImpact. Through June 27, AdImpact found that year-to-date political ad spending in the 2024 election cycle is currently outpacing the 2020 election cycle, at $3.05 billion compared to $2.54 billion. Other findings include: · Broadcast spending has increased from $5.1 billion to $5.35 billion, a 5% increase from the market intelligence company’s previous projection. CTV spending has increased from $1.35 billion to $1.51 billion, a 12% increase. · Year-to-date, toss-up races in the Senate have seen $180M while toss-up races in the House have seen $42M. · Of the $10.69 billion projected for spending in the 2024 election cycle, down ballot races are expected to see the most spending ($3.59 billion). The Presidential race is projected to generate $2.68 billion in ad spend, followed by the Senate ($2.15 billion), House ($1.80 billion) and governor ($0.47 billion).