Political campaigns have carved out a significant niche in the ever-changing advertising landscape. With each election cycle, the stakes grow, the strategies become more complex, and the advertising dollars are more abundant.

According to recent projections, the 2023-24 election cycle is forecasted to witness an unprecedented $10.2 billion in political ad spending—a remarkable 13% increase from 2019-2020. This surge in spending will make it the most expensive election cycle ever recorded. 

What Advertisers Need to Know about Navigating Political Advertising

The year 2024 is poised to shake up the political landscape in a truly unique way. Although it will see a notable reduction in competitive statewide races compared to the whirlwind of 2022, the significance of those remaining competitive races will be magnified. In the ever-changing landscape of politics, advertisers face the challenge of navigating diverse regions with precision and strategically allocating their resources to achieve the most significant impact possible. 

Critical Battleground States Poised for Significant Political Ad Spending in 2024

If you advertise in any of these states, now is the time to go after those advertising dollars. According to Assembly’s Marketing Intensity Index (AMII), check out these valuable insights for a peek into the competitive landscape of different states. 

• Nevada – A political hotbed. Nevada has historically been a swing state, but in 2024, Nevada is set to be the most politically active state. Nevada is the only state with two primary dates: one for the Presidential election and a different date for all other races. Nevada’s AMII Scale score is a testament to this fact: Last Vegas commands an impressive 9.88/10, while Reno follows closely behind with a 9.25/10 rating. Please note: the 10 rating is the “most intense” score you can receive on the AMMI Scale. 
• Arizona – A battleground of influence. Arizona will be at the forefront of political advertising due to its status as a presidential battleground, a complex senate race, and two toss-up House races. Phoenix and Tuscon are key areas to watch, with AMII Scores of 9.25/10 and 8.8/10, respectively.
• Pennsylvania – The crucial swing state. Pennsylvania will be another battleground for presidential and senate races and witness substantial ad spending. Pittsburgh and Pennsylvania will score high on the AMII Scale at 9.25/10 and 8.75/10.
• North Carolina – high-stakes Governor’s race. In North Carolina, the governor’s race is of high stakes, potentially influencing control of the state legislature and resulting in significant ad spending. Charlotte, the expenditure center, has an impressive AMII score of 9.3/10.
• California – balancing power. While California may see little presidential advertising, it holds a pivotal role in the balance of power in the U.S. House. Numerous competitive House races and an open Senate seat race with a wide field of candidates will make it a focus. Los Angeles shines with an AMII score of 9/10.
• West Virginia – the Senate’s pivotal role. West Virginia may play a crucial role in Senate control, especially if Joe Manchin runs, further intensifying political advertising efforts.
• Montana – a critical battleground. Montana is vital for Democrats to maintain their slim majority in the Senate, scoring an impressive 8.88/10 on the ASMII Scale.

Understand the New Political Consumer

The 2024 election cycle brings forth a new type of consumer: one who possesses pre-existing political beliefs and is continually spammed with political media. The ongoing political discourse will influence these individuals’ spending habits and outlooks. Advertisers must be aware of this shift and tailor their messaging accordingly. 

Additionally, there is new pressure on brands to speak out on political issues. In an era where consumers demand transparency and social responsibility, staying silent on political matters can significantly affect the brands’ image. 

The Surge in Political Ad Spending

With the projection of 2024 being the most expensive election cycle ever recorded, how will the advertising dollars be allocated? Check out the breakdown of election spend and the channel of choice for advertising. 

In terms of the spending distribution, check out this breakdown of the channels: 

Embrace Change and Opportunities

Change is constant—especially in political advertising. Google’s upcoming requirement for disclosure of AI-generated content in political advertisements begins in November, which reflects the need for greater transparency in the digital landscape. 

Microsoft’s ban on political ads from its subsidiary Xandr opens doors for Connected TV platforms to gain a competitive edge potentially. Advertisers must stay agile and assess their strategies to navigate these changes successfully. 

With rising political ad spending, Connected TV (CTV) is emerging as the fastest-growing advertising channel in 2023. With projections indicating 180.3 million U.S. AVOD viewers by 2025, CTV offers a valuable channel to reach voters in the long term. With the rise in CTV, now is the perfect opportunity to hyper-target your audience with Addressable Streaming TV™. Addressable Streaming TV combines the unbeatable brand awareness-building capabilities of advertising on large-screen and TV-sized devices with micro-targeting efficiency. 

The Shifting Landscape of Digital Platforms

YouTube’s reversal of its policy prohibiting content alleging fraud in past U.S. presidential elections opens the door for right-leaning voters, potentially leading to increased political ad spending on the platform. This move may also influence other media to reconsider their policies. 

Hulu’s policy change to allow political ads aligns it with its parent, Disney cable networks, even though political ads are banned on Disney+. As for Netflix, while it has historically excluded political ads, some media buyers believe it’s only a matter of time before the streaming giant embraces political advertising. 

Leverage AdCellerant for Political Success

As the political advertising landscape becomes increasingly complex and competitive, having the right partner by your side is crucial. AdCellerant is here to help you navigate the intricate world of political advertising, providing tailored solutions to reach your audience effectively. Whether you’re targeting key battleground states or exploring emerging channels like CTV, our experts are ready to assist you in achieving your political advertising goals. 

In the $10.2  billion whirlwind of political advertising that awaits in the 2024 U.S. election cycle, AdCellerant is your trusted partner for success. Book a no-strings-attached demo today to unlock the full potential of your political advertising campaigns.