"We've got a unique political landscape [this year] with this shorter election season," said Jennifer Kohl, chief media officer at VML, adding that it's not just the presidential election but local elections that buy up much of the ad inventory during the crucial fourth quarter for clients. "It hasn't been what we were expecting in terms of who was competing. Now we're clear on - or we think we're clear - on the candidates."
"It's a lot more competition for everyone's attention," said Bana Amare, director of activation at Media by Mother. Marketers will not only need to contend with the flood of political ad dollars in the market but the shifting nature of where those dollars are spent. Buyers expect much of the spending will be on local TV in battleground states like Arizona, Ohio and Wisconsin, among others, where rate increases of roughly 20% are predicted.
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