How Election Season Affects Advertising
and Why Brands
Shouldn’t
Pause Their Campaigns
Politics have always been a source of controversy, and during election season, this escalates. With the increase in political ads, viewers often experience frustration and fatigue. The relentless barrage of combative political messaging can make some brands reconsider their advertising strategies during these heated times. It's common for businesses to pause product launches or reduce ad spend during contentious election years to avoid getting lost in the noise or being associated with political divisions.
As the 2024 presidential election approaches, these concerns are only becoming more prevalent. Buyers are turning to companies like iSpot, a TV and video measurement provider, with questions about how to navigate the election season while maintaining their advertising presence. The stakes are higher, and brands worry about the impact of political ad saturation on their own campaigns.
According to Karen Daboll, an analyst of ad creative effectiveness at iSpot, advertising during election season can indeed be a risky endeavor. Given the highly divisive nature of American politics, there’s an inherent concern about how brand messaging will be received. To address these concerns, iSpot conducted a survey with more than 24,000 consumers, representative of the U.S. population. The results shed light on the real impact of political ads on consumer perceptions of brand advertisements.
The Survey Results: What Do Viewers Think?
The iSpot survey revealed some key insights into how viewers feel about advertising during election cycles. While 23% of Americans admitted that they find political ads annoying, this frustration doesn’t typically carry over to the brand ads that surround political content. In fact, only 15% of respondents reported being more annoyed with all ads when political campaigns are running. Meanwhile, 10% of consumers said that political ads caused them to trust brand messaging less.
These statistics may seem concerning, but they shouldn't push brands to halt their campaigns. The reality is that a certain percentage of consumers – around 19%, according to the survey – identify as “ad haters” and dislike advertising in general, regardless of the time of year or political climate. This proportion of self-identified ad haters has remained consistent across election and non-election periods alike. The report compares the current election cycle to the months leading up to the 2016 and 2020 elections, showing similar patterns in consumer attitudes.
Perhaps the most surprising finding from the research is that some viewers are actually more receptive to non-political ads during election season. According to the survey, 37% of respondents said the presence of political ads made them pay more attention to the other ads they saw. This suggests that political ads don’t necessarily "contaminate" subsequent ads, as some advertisers fear. On the contrary, brand ads can stand out more against the backdrop of political noise.
A Look at the Broader Research
The iSpot findings align with independent research conducted by the University of Wisconsin-Milwaukee, which used iSpot’s ad occurrence data. The study concluded that political ads do not negatively impact the ads that follow them. This research is further reassurance for advertisers concerned about potential fallout from election-season ad saturation.
What Should Advertisers Do?
While the data supports the idea that brands don’t need to pause or slow their campaigns during election season, some precautions are necessary. Daboll emphasizes the need for strategic thinking in how brands approach their advertising. Brands should be careful about their messaging, especially when addressing topics that are potentially controversial or divisive, such as environmentalism or generative AI. In a time of heightened sensitivity, as Daboll notes, brands need to tread lightly.
Advertisers and agencies agree that staying active during election season is a sound strategy, but it must be done with care. Paul DeJarnatt, VP and head of digital at indie media agency Novus Media, advises brands to stay vigilant. While he doesn’t recommend pausing campaigns, he suggests that brands take extra precautions, particularly in markets where political ad bidding is highly competitive. Swing states, for instance, see a surge in political ad spend as the election draws near, leading to inventory scarcity and rising ad prices.
To manage these challenges, brands should be mindful of their media planning and creative approaches. According to the University of Wisconsin-Milwaukee study, viewers were more likely to pay attention to brand ads that followed political ads if those brand ads were humorous. Humor can offer a welcome reprieve from the seriousness of political discourse and help capture viewer attention in a crowded ad space.
However, Daboll cautions that not all ads are safe during election season, even if they follow these guidelines. Brands need to remain thoughtful about what they’re saying and how they’re saying it. A funny ad might grab attention, but if it touches on a controversial topic, it could still backfire.
Should I Pause Advertising During Election Season?
Pausing ads isn’t necessary. Research shows that while 23% of Americans are annoyed by political ads, this doesn’t carry over to non-political ads. In fact, 37% of viewers are more attentive to brand ads during this period. However, brands should be strategic, carefully crafting messages and monitoring ad performance due to increased competition for ad space and heightened viewer sensitivity.
To navigate this season successfully, focus on humor and creativity, as these elements can help ads stand out following political content.
Why Are My Ads Getting Bumped? How Do Elections Impact My Ads?
During election season, political ads take up a significant portion of ad inventory, especially in swing states. This high demand can cause non-political ads to be bumped or delayed as political advertisers bid aggressively, driving up prices and creating inventory scarcity. Brands may find it harder to secure prime ad spots, which can affect visibility and performance.
Final Thoughts
Election season is undoubtedly a challenging time for advertisers, but it’s also an opportunity. The increased attention on media during this period can work to a brand’s advantage, as long as the advertising is well-planned and thoughtfully executed. Rather than going dark, brands should use this time to reinforce their presence, stand out from political noise, and build lasting connections with consumers. By remaining visible, relevant, and tactful, brands can navigate the election season without missing out on key opportunities for engagement.