Thought Leadership
The Well: Big Game, Meet Big Campaign Spend as Commercial and Political Advertising Clash in 2024
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Football teams aren’t the only ones crashing together right now. Across 2024, we’re going to see an unprecedented collision of commercial and political advertising spend that will put stress on brands’ media plans. $12 billion of ad spend will flood the U.S. during the 2024 election cycle – which formally kicked off in August – per a new Election Outlook Report from Assembly. The effects of political advertising will be nearly impossible to ignore in certain parts of America, which means marketers must be prepared to handle a Super Bowl-sized amount of interruption.
In this edition of The Well, get smart on the dynamics marketers need to track and how to maximize highly-engaged news watchers. And don’t think this beat will be spared AI – Code and Theory and Assembly chime in on how generative AI will impact political advertising.
— Beth Sidhu, Chief Brand and Communications Officer
.png?width=1120&upscale=true&name=6503e3a8fc7be172a7807d2c_Asembly%202024%20Election%20Outlook%20Report_compressed_Page_01%20(1).png "Marc and Kara")
HOT MEDIA BUYS
(hint: it’s not the national news)
Marketers don’t just have to pay attention to the presidential election. Advertising spend is projected to hit $9B in down-ballot races concentrated in fewer and fiercer statewide races for Senate, U.S. House, Governor, and other state/local races. Consumers in Las Vegas, Reno, and Philadelphia will bear the brunt of the political advertising blitz, ranking among the “hottest” markets in Assembly’s predictions. Read the full report to learn more.
HELPING BRANDS PLAY
AT THE ‘SUPER BOWL’ OF NEWS
Risk isn’t the only thing awaiting brands this political cycle; there’s opportunity, too. The election is the Super Bowl of news and poll watchers, creating a huge, highly engaged audience for marketers to (carefully) tap. Stagwell is partnering with RealClearPolitics to create an enhanced polling experience for all voters and fresh ways for advertisers to engage this underutilized segment. Dive in here.
CAMPAIGNING IN THE AGE OF AI
69% of respondents to the July Harvard Harris Poll believe presidential campaigns are already using AI in their advertising — and 81% think presidential campaigns should disclose their use of AI. Learn more about the dos and don’t’s of AI in political advertising from leaders at Stagwell’s Code and Theory and Assembly here.
Stagwell Can Help Your Brand Get Ready for Decision 2024
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