Plan Early for the Political Ad Campaign Season – Rates are Up and Inventory is Down
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By the RadioActive Media Team
The pros have some great advice for advertisers and media planners regarding their strategies during the ongoing political campaign season. Rates have been increasing with economic recovery according to industry sources like Radio Ink. Concerns about inventory due to candidate campaigns, issues and committees, while regional in nature, are pretty extensive and real. You can’t plan too early.
“Think about the environment in which your spot will run,” says Mary Beth Garber, President of the Southern California Broadcast Association, when it comes to media planning during political campaigns this year. Advertisers might think “My spot is going to die. Let me put it on the radio.”
Garber makes a great point when she says inventory pressure will be great on TV, making radio look attractive. While Garber’s focus is the Southern California market, others say to extend that look on a regional basis for the hottest campaigns in battleground states like Missouri, Pennsylvania, Illinois, Texas, Florida, and Minnesota as well as in California. Of 36 Gubernatorial races, only a few are not expected to be tight.
The political window for campaigns to receive the lowest 52-week rates started in mid-April for June races and resumes 60 days before the November election. The Supreme Court ruling opened the door for large coffers of spending by Political Action Committees (PAC) and Independent Expenditure Committees (IE) and others like teachers’ unions. Sam Hassell of Salem Radio Networks talked about these races affecting media planning in our Political Season Planning Part I.
In California, “we haven’t begun to scratch the surface of the Senate race,” according to Garber. “If Barbara Boxer has any challenge, 100 PACs will come out of the woodwork.” Inventory for 35+ and certainly over 50+ will be in greatest demand as those are audience known to vote.
“It may seem like “wall-to-wall commercials” come November, so Garber’s advice is to “start early.”
Contact Jeff Pollak at 800/599-RADIO (7234) and we can discuss the many ways we can help with you media planning during the political season.
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