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:
- Print – Unlike TV ads, our print products will never bump you and you’re guaranteed your ad will run the day it’s scheduled. Plus, print ads work. According to AdMall, 79% of U.S. adults take action based on newspaper ads.
- Social Media – Most social media advertisements run on an auction based system, meaning they can never sell out of inventory. Instead, the ad placement goes to the highest bid. These ads provide the option of targeting your message to your business’ specific audience. Also, social media is great way to showcase the TV spots that couldn’t run due to preemption.
- Pay Per Click (PPC) – Similar to social media ads, PPC ads run on an auction based system. This also ensures your messaging is targeted only to people who are interested in your business, removing wasted money on non-qualified web traffic.
- Email marketing – Email is a great alternative to direct mail because it’s a cost effective way to engage your audience and share content or promote sales. According to Forbes, 91% of U.S. adults like to receive promotional emails from companies they do business with.
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.