The experts estimate more than $11 billion will be spent on political ads in 2024. That works out to an estimated 8 to 9.5 million ads in about 2,000 elections. On any given day, the average consumer will be exposed to as many as 10,000 ads. That may seem like a lot, but when you think about all the ads, banners, and popups on social media, and all the billboards and signs on Main Street, you realize ads add up quickly. As we inch closer to 2024, more and more political ads will be added to the mix, (about 25,000 per day, nationwide) making for a completely saturated advertising marketplace. Elections, particularly in years when the presidency is on the line, give us advertising folks a belly ache. They consume astronomical amounts of ad time and take up vast amounts of ad space. Political ads deliberately create more heat than light to draw attention. Elections also give us permission to procrastinate when it comes to purchases. Especially big ones. So, if you are a business, what do you do? Stop advertising until after the votes are counted…and recounted? No. You aren’t going to stop doing business, you shouldn’t stop advertising your business. The show must go on.
You should never not advertise!
Forgive the double negative. We enjoy breaking rules. Don’t stop advertising is something you’d expect an advertising agency to say, but there’s empirical evidence. Multiple studies have shown that a consumer forgets about 75% of what they’ve been exposed to after a week, and after 3 weeks, it’s 90%. It doesn’t take long for the marketplace to forget you, and then replace you. Sure, there are times when going dark is appropriate but those are usually connected in some way to tragic or dangerous circumstances. Try not to sit on the sidelines, but feel free to make temporary adjustments.
Special Treatment
Remember what you’re up against. Campaigns will spend like there’s no tomorrow. On broadcast media, candidate ads get the lowest rate a business pays for the same length commercial in the same time frame. On the other hand, those 3rd party ads from parties, political action committees and advocacy groups pay “normal” rates. They all want to blow the budget before election day. Those lower cost incentives and the fact that no one has figured out a way to add more hours to the day, all contribute to the clutter. You fight clutter with creativity.
Creativity Over Clutter
It’s not easy to stand out in a crowd. In terms of advertising, the only way you can is by being creative, being different. This is the time to brainstorm. This is the time to be funnier, warmer. If you aren’t on social media, try it. If everything you do is digital, do something traditional. And take a deep breath. Navigating through an election cycle can be a challenge but challenges often present opportunities. If you need some help finding your way, we give great directions.