Nation Elections & Local Avails

National Elections vs Media

I read, with great interest, an article regarding what is happening with political spending on traditional and digital media as 2016 elections near. While we are talking big money, as in $6.06 billion to be spent on Network TV and $1.10 billion on Cable TV, the fact is these numbers represent only slight increases in spending compared to 2012. Even more impactful on the local level is that the number of “toss up” races for Congress, Senate and Governor are much fewer than in the 2012 cycle.

While TV is recognized as the most effective tool available for politicians to influence voting behavior across the broadest range of voters, 2016 will see digital spending cross the $1 billion line for the first time.

No doubt this is a state-by-state issue in how Network and Cable TV inventory will be affected, but our media department feels the pinch will not be as extreme as anticipated in many markets. With several dealers coming off an impressive August, our advice is to stay on top of what is available for September and October to keep a presence in a good market.

Acknowledgement to:

e-Marketer “Digital Political Ad Spending to Skyrocket in 2016” April 21, 2016

The Cook Political Report “On Points: Our 2016 TV Ad Spending Projection” July 20, 2015

About the author

John Paul Strong: As owner of Strong Automotive Merchandising, a company that increases traffic up to 1,000% for dealerships, Strong lives by the simple concept that your attitude affects your success. Without a positive mind set he would not have been able to grow the company over the last decade from just 10 to over 80 full-time employees. The rapid growth is thanks to his ability to keep the company on the forefront of technology, market changes and an infectious talent to motivate and keep employees striving to fulfill their potential. His beginnings in direct mail gave him the tools and skills to develop incredibly successful marketing plans. From there he moved on to traditional forms of media and has now mastered the dynamic world of digital and social media advertising. With over 150 dealers to please, Strong takes a hands-on approach and personal attention to detail in all aspects of marketing strategies. His expertise in plan development gives him a keen sense on how to maximize a dealer’s budget and ultimately increase their bottom line. Strong is a passionate speaker in the automotive industry. He has authored two books on creating next day traffic. He graduated from the Executive Education Program at the Harvard Business School. Strong received a B.A. in Communication Studies from the University of Montevallo. He lives with his wife and three children in Homewood, Alabama.


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