Media partners/vendors across channels are starting to see demand for inventory pick up. The biggest spike will occur during September through election day, but many campaigns will start spending after the conventions, which means early activity in August. The best advice for advertisers is to plan and book early.
Political spending for 2016 will follow the trend of past elections cycles and only get larger. According to Borrell Associates, political advertising will reach a record $11.4 billion, up 20% from the past presidential election. Digital will exceed $1.1 billion, up 700% from the last presidential election. This represents projected spending from candidates and outside groups, and about half of total spending will support the national election.
Digital media has catapulted from an add-on media feature to a dominant medium, accounting for 30% of media purchases and $49 billion in annual media expenditures (in 2014). In 2015, digital media is an integral part of nearly every media plan. But integral and integrated are two different things. What are the best practices for truly integrating digital media into planning?