By Wayne Friedman | August 25, 2015 | http://www.mediapost.com/publications/article/256907/political-tv-advertising-still-big-for-2016-but.html
You can understand digital media’s optimism this political season. But the reality is that this and next year’s political advertising extravaganza will still be on TV.
According to Borrell Associate, some $5.5 billion will be spent on national political TV advertising, with around $1.08 billion spent on political digital media.
TV stations will be licking their collective chops. TV still has power and widespread appeal to handle all candidates’ advertising — as well as the still-growing dollars of political action committees.
Countering efforts that digital media will make inroads, Steve Lanzano, president/chief executive officer of the Television Bureau of Advertising, said in a press release: “People ages 18-64 spend almost five hours with TV a day, compared to three minutes viewing online video.” And taking a swipe — somewhat deserved — he added: “Digital advertising is still subject to significant viewability and fraud issues.”
Rumor has it President Obama did well in the last two elections because of his team’s savvy approach to social media and all stuff digital. Actually it was more about his media team buying TV early to get the primo advertising positions. Republican opponents won’t make the same mistake this time around.
Let’s go back to that expected TV spend of $5.5 billion. Is there room for all that political advertising? TV stations will tell you, no problem. But increasing political noise and nastiness would seem to create problems for viewers and counteract effectiveness at some point.
Viewers might one day just turn off or fast-forward past most of the political blather. What can a candidate do? Get exclusivity in TV commercial pod for a political candidate or political issues? Don’t think so. By law, TV stations have obligation to get all political advertising on the air — as well as provide commercial time at the lowest rate possible.
Some says it’ll all come down to “creative” in those political spots — to stand out from the crowd. Others might say some of the better, less-strident creative will be on digital platforms.
Only one thing then to hope for from consumers in regards to engaging political media preferences: Vote early, vote often.
