Midterm political spending throws spanner into regional advertiser holiday plans
Rising political ad spend is making life harder for regional and local brands hoping to use CTV ads to reach consumers in Q4.
Political media spending ahead of the November midterm elections has disrupted holiday ad plans for regular advertisers. Companies in key battleground states such as Texas, Wisconsin, Maine, and Michigan face a dilemma: either go silent, move to pricey premium streaming networks, or pay higher ad costs during the critical fourth quarter.
This crucial period often sees advertisers allocating up to 50% of their annual marketing budget to capture the Thanksgiving and Christmas sales rush. AdImpact estimates that a staggering $8.2 billion of the anticipated $12 billion spent before the midterms will be directed towards TV or CTV advertising.
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