If you thought political ad spending would cool down in an off-cycle year, the latest projections say otherwise. Total spend for the midterms is on pace to hit an unprecedented 11.6 billion dollars, making the ad market incredibly hostile for everyone else. This massive influx of cash means that non-political brands are going to face historic competition for airtime.
Spending is already trending nearly fifty percent higher than the last midterm cycle. This massive flood of cash is driving up rates on broadcast, cable, and connected TV, squeezing out standard corporate messaging and making predictable placements almost impossible to secure during key viewing hours.
For our non-political clients, the warning is clear. The fall media window is going to be brutal. If you haven't locked in your media buys or explored unconventional distribution channels yet, you need to adjust your plans immediately. The traditional playbook won't survive this cycle.
