Midterm political spending throws spanner into regional advertiser holiday plans
Digiday ·
Rising political ad spend is making life harder for regional and local brands hoping to use CTV ads to reach consumers in Q4.
Political media spending in the run-up to November’s midterm elections has inflated TV and streaming ad prices for regular advertisers.
It’s forcing advertisers operating in battleground states like Texas, Wisconsin, Maine and Michigan to choose between “going dark,”fleeing to the expensive safe havens of premium streaming networks, or swallowing a higher cost of advertising during the crucial fourth quarter, when many advertisers devote as much as 50% of their annual budget to marketing in an attempt to capture Thanksgiving and Christmas sales .
Some $8.2 billion of the total $12 billion expected to be spent in the run-up to the midterm elections in November will go towards TV or CTV, according to AdImpact.
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