How Political Advertising Affects Your Media Buy
Political advertising is everywhere and it can wreak havoc on a media buy, but it primarily causes trouble with broadcast television buys. Whether placed by a candidate directly or a super PAC representing a specific candidate, there are a lot more people vying for the same air time as those who advertise year round. Therefore spots are pushed around and many times are pre-empted—that is, they are replaced if another advertiser pays full rates for the same time slot. Finding open inventory to replace these missed spots is difficult during political seasons because political advertisers have far more dollars to buy available inventory than most advertisers. This drives the spot cost higher and higher, more than what it is really worth.
To avoid the high rates, Amperage Marketing & Fundraising leverages long-time media relationships and strategically distributes advertising buys across different advertising mediums that are less affected by political advertising during the political windows. This provides the results our clients want at an effective cost per point during a time when ad clutter is at its max.