Impact of Political Seasons on Different Media Channels

In the dynamic world of media buying, the political season presents unique challenges, especially for businesses in the plumbing, HVAC, and home service industries. If you're investing in top-of-funnel media buying, let's unpack some of the complexities of advertising during these times, and offer our thoughts & strategies on how to navigate this period effectively.

How does the political season impact media buying for home service industries like plumbing and HVAC?

The political season can significantly influence media buying strategies. For instance, one client we worked with in 2020's election experienced a 30% decrease in leads during the political season, at a 12% increase in cost. Their traditional advertising efforts were overshadowed by political ads, leading to reduced viewer engagement and reduced impression share. To counter this, they shifted their focus to digital marketing a bit down the funnel, which proved more effective in reaching their target audience amidst the political ad clutter.

Another HVAC client saw a notable decline in sales. To address this, we suggested tactics such as securing non-preemptible television spots and reallocating resources to cable advertising, where the ad inventory was less affected by political campaigns.

Impact of Political Seasons on Different Media Channels

Digital Marketing Shift

During political seasons, digital marketing emerges as a critical & necessary platform for home service businesses. With traditional media channels often saturated with political advertising, digital platforms offer a more controlled environment for targeting specific audiences. A study by eMarketer indicates that digital ad spending in service industries tends to increase during election years, highlighting the shift towards online marketing avenues.

Television and Cable Advertising

Television and cable advertising require strategic adjustments during political seasons. Businesses often find better engagement opportunities on cable networks, where there is less competition for ad slots. Tactics like securing non-preemptible advertising spots ensure consistent visibility, which is an essential factor for maintaining brand presence during these periods.

Outdoor and Alternative Media

Outdoor and alternative media channels present valuable opportunities when traditional and digital spaces are heavily politicized. Billboards, local sponsorships, and community-based advertising can offer a respite from the political ad saturation, allowing home service companies to maintain visibility in less contested spaces.

Understanding Make-Goods in Political Advertising

Make-goods in advertising are compensations offered when an ad doesn't air as planned, which are particularly relevant during political seasons. The quality and availability of make-goods can vary significantly during this time. Initially, advertisers might receive satisfactory replacements, but as the season intensifies, the value of these make-goods often diminishes. Successful navigation requires keen negotiation skills and a strategic approach to secure the best possible alternatives. This maximizes ad impact and ensures the advertisement reaches the intended audience at optimal times.

Strategies for Successful Media Buying in Political Seasons

Navigating media buying during political seasons requires agility and strategic thinking. Here are some key strategies:

1. Early Planning and Flexibility: Start planning your media buying early in the political season. This allows for more strategic placement and better negotiation power. Flexibility is key; as the political climate evolves, so should your advertising strategies. Stay abreast of political ad schedules and be ready to pivot your campaigns accordingly.
2. Diversify Media Channels: Diversifying your advertising across multiple channels mitigates the risks associated with political ad clutter. This approach not only spreads your message across different platforms but also reaches a wider audience. Combining digital, cable, outdoor, and even radio advertising can create a more robust and resilient advertising strategy.
3. Targeted Advertising: Leveraging targeted advertising strategies becomes even more crucial during political seasons. Utilize advanced data analytics to understand your audience's behavior and preferences in-depth. This ensures that your ads are not only reaching the right people but are also resonating with them, leading to higher engagement and conversion rates.
4. Monitor and Adjust Campaigns: In the fluid landscape of a political season, continuous monitoring of campaign performance is vital. Use real-time data and market trends to make informed decisions. Be ready to adjust your campaigns swiftly to respond to changes in viewer behavior and media availability.
5. Leverage Relationships with Media Partners: Building strong relationships with media partners can be a game-changer. These partnerships can offer insights into upcoming political ad schedules and help secure better ad placements or make-goods. Strong media relationships also mean better negotiation power for ad rates and placements.

Case Studies and Real-World Customer Experiences

Incorporating case studies offers tangible insights into successful strategies. A plumbing company, as detailed in a "Journal of Advertising Research" study, redirected its advertising budget to digital and cable during a political season, resulting in a 20% increase in customer engagement. This case study exemplifies the importance of agile strategy shifts in response to changing media landscapes.

Another example involves an HVAC company that leveraged outdoor advertising effectively. By focusing on billboards and local event sponsorships, they achieved increased brand visibility in local communities, circumventing the politically saturated TV and digital spaces. This strategy not only maintained their presence but also connected them more deeply with their community.

Predictions and Future Trends

The future of political advertising is poised for significant changes with the advent of emerging technologies. AI-driven programmatic buying and advanced audience segmentation will likely play a pivotal role in future election cycles. The Interactive Advertising Bureau (IAB) predicts that these technologies will bring more precision and efficiency to media buying, allowing advertisers to target audiences more effectively and reduce the impact of political ad clutter.

Additionally, the rise of new media platforms and evolving consumer behaviors will continue to shape the landscape of media buying in political seasons.

Conclusion

Media buying during political seasons requires a strategic and adaptable approach. By understanding the unique challenges and employing a mix of tactics across various media channels, home service businesses can maintain and even enhance their advertising impact.

While our focus is primarily bottom of the funnel, we're still here to partner with home service companies to improve their marketing performance- even during election years.  Contact Levergy today for tailored strategies that keep your brand front and center.

Here's a question for you: What challenges has your business faced during political advertising seasons, and how have you adapted your strategies?