Nation Elections & Local Avails

National Elections vs Media

I read, with great interest, an eMarketer.com 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: For someone who spends an average of 135 days outside of the office meeting with clients, John Paul Strong remains the driving force behind his Birmingham-based advertising agency, Strong Automotive Merchandising. Strong began his career as a fresh-faced account executive at Martin Advertising. Learning much, but never satisfied, he convinced his father to partner with him in reopening their own advertising agency in 2004, catering exclusively to the automotive industry. The company started strong but humble. The original roster of 10 employees and eight clients has exploded today, growing to 100 full-time employees and more than 220 automotive dealers. And it hasn’t gone without notice. Along the way, Strong Automotive Merchandising has been recognized as a perennial winner in Birmingham’s Best Places to Work contest and as a Top 20 Agency among Google’s National Ad Partners. Yet, Strong still finds time to share what he’s learned along the way. As an avid writer, he has published two books in the Next Day Traffic series, along with more than 1,000 automotive-focused blog posts. He is also a member of the Texas Auto Writers Association, and his success has been recognized in the Birmingham Business Journal’s 2013 “Top 40 Under 40” feature and the 2017 CEO Awards. The foundation for Strong’s career began at the University of Montevallo where he earned a bachelor’s degree in communication studies and advanced public speaking. Always staying ahead of the competition, Strong later went on to study in Harvard Business School’s Executive Education Program. Amid all of his endeavors, Strong always makes time for what matters most – his family. He is a proud husband to Amy, and father to Lilly Grace, Anne Charlotte, Hudson, and Ford.


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