When Political Ads Preempt Your TV Spot

Date: August 01, 2016

Election year is once again upon us and this means more competition and limited inventory for some ad platforms, especially TV.  So, what happens when these political campaigns and their billion dollar budgets takeover the TV inventory? Your ad gets preempted, or bumped, even though you’ve done your due diligence to plan your campaign in advance. When you’re preempted your options are to either pay more money, scramble to find other forms of advertising, or completely stop your campaign.  To combat preemption, we’ve put together tips of what to expect and how to break through the political noise to ensure your business can effectively engage your target audience.

Political Campaigns: Big Budgets & Cheaper Ads

Political advertising is expected to hit $4.4 billion in 2016, according to the Borrell 2015-2016 Political Advertising Outlook report.  Historically, campaigns have used broadcast TV to reach an older demographic that is more likely to vote.  However, the trends for 2016 show campaigns are expanding their TV ads to also include cable and streaming services, like Hulu, to reach the millennial audience.

Not only do these campaigns have bigger budgets than local non-political advertisers, they get to play by different rules when purchasing TV ads.  The rules set up by the Federal Communications Commission (FCC) require stations to charge political advertisers the lowest rate available for that ad time slot.  The FCC also requires equal share of advertising time for both political parties.  Therefore, when campaigns come in at the last minute wanting to advertise, your ads could get bumped.

What are non-political advertiser options when their ads get bumped? Pay more money to make up the revenue the station lost by charging political ads the lowest rate or leave TV for other advertising mediums.

Integrated Campaigns Drive Results

Instead of paying a higher rate for a TV commercial and/or risk being bumped at the last minute, we recommend using an integrated marketing approach to your campaign.  This not only helps extend the impact of your campaign, but reaches various audiences at multiple points in the buying cycle.  Here are a few platforms we recommend using in your next integrated marketing campaign:

These are only a few of the many integrated solutions Times Media Solutions provides. Not only do we have a comprehensive toolbox of advertising solutions, but we have the engaged audiences that are unmatched by any other advertising agency.  Contact us today to start the conversation about an integrated campaign for your business. 

Click here to learn more about Breaking Through the Political Noise. 

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