How to Maneuver the 2024 Political Campaign Spend Game, Locality Style

Right off the bat expect many candidates running for national state and local government positions along with supporters of legislative initiatives up for voter approval or disapproval across the nation to dramatically increase their spending for messages on channels and bundles distributed through smart TV products Those channels and bundles attracted 1 billion spent by individual candidates or political action committees last year constituting 12 percent of the total TV political budget According to Mica Hansen Locality39s Executive Vice President and Director of Political Sales that39s the first time smart TVdirected spending in this category crossed the billiondollar threshold while edging out the overall political ad take among web mobile and other digital avenuesquotConnected TV not only took the political world by storm but also took some spend from digitalquot Hansen added quotI expect smart TV to grow and for 2024 to clearly take third place in overall spending behind cable and linear broadcast TVquot More than half of political ad expenditures last year amounting to 47 billion went to broadcast network and station buys while cable networks and systems racked up 18 billion making up 20 percent of ad spendingA substantial portion of commercial time allocated for the 2024 Presidential campaign will run in fivetoeight states considered crucial in determining the outcome such as Michigan Pennsylvania Arizona and Wisconsin The majority of that spending will take place from next May to November after the Democratic and Republican primary season wraps up The biggest surge of political ads TV viewers will witness will occur in the final six weeks of campaigning covering October and early November 2024quotThirdparty groups such as 39No Labels39 are expected to be active as wellquot Hansen projected quotThere are a lot of people out there that don39t like either one of the current frontrunning Republican and Democratic candidatesquotFor the upcoming congressional races Locality expects increased ad spending for a number of Senate contests in states like Ohio and Pennsylvania Campaigns involving House of Representatives seats are expected to maintain or slightly increase their TV budgets from 2020 Due to a fewer number of races for state governors look for TV spending in that category to drop in 2024 Hansen saidquotLook for more ad spending on ballot initiativesquot she continued quotThey will drive national spending No doubt about it Some states will raise the bar on what proposed initiatives get on the ballotquotAt one point Hansen offered a list of issues that will be top of mind when voters assemble at polling sites next November Among them inflation and financial uncertainty racial equity education and abortionFor a wrapup Hansen offered a number of best practices Locality39s TV clients should expect from officials making 2024 political campaign ad strategyEarly booking of TV adsMore emphasis on MondaythroughFriday news programming less on weekend newscastsIncreased spending on nonprimetime dayparts and runofschedule optionsBigger focus on smart TV setdevicedistributed channels and multichannel bundles as well as multicast channels programmed by or distributed through local TV stationsMore campaigns reaching out to younger viewers 1830quotWe39re here to be a resource for you and your clientsquot declared Nancy Patrickus Locality39s Regional Director Of Sales quotWe39re here to ensure your message is heardquotClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillageorgMyersBizNet

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How to Maneuver the 2024 Political Campaign Spend Game, Locality Style

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Simon Applebaum

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How to Maneuver the 2024 Political Campaign Spend Game, Locality Style

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