Effect of Politics and the Olympics in 2012

We’re not about to predict who wins election this fall or who takes home a gold medal, but all indications point to a busy year in advertising.

  • In 2012, political advertising is expected to reach nearly
    $2.5 billion
  • That’s an increase of 40% from the last Presidential election
    cycle of 2008
  • Ad spending on the Olympics is predicted to reach $642 million
  • That’s an increase 7% over the 2008 Olympics

What Does This Mean To You?

Speaking strictly from a marketing and advertising stance, it’s going to become much harder to get the attention of prospective customers. Candidates, Political Action Committees and Political Parties buy up much of the inventory on local media. Since broadcast media is purchased on a supply and demand basis – less inventory means more expensive advertising time. Also, there are rules regarding Federal candidates receiving the lowest rate on broadcast rate cards. This means broadcast outlets are less likely to cut deals in advance of the political season. The Olympics brings about it’s own form of challenges. The network carrying the events cut the amount of local programming available and the commercial avails open to local affiliates. Advertisers that want to keep their spots are shifted and often pay higher rates.  Also, in many top 20 markets, national advertisers buy local spots to ensure their messages are seen. This not only adds to the cost but the clutter for local advertisers. With all that being said, you still need to tell your story and have consumers get your message. For more information on how to effectively and efficiently keep your business top of mind, please contact your Orlando Sentinel Media Group representative or:
Al Fiala
Advertising Research Supervisor
407-420-5702
afiala@orlandosentinel.com

Source: Emarketer

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