Capturing the Unexpected Surge in News Viewership

The recent assassination attempt of a former U.S. president has sent shockwaves through the nation, significantly altering the media landscape. This unexpected event has created a ripple effect, pulling millions back to their TV screens and streaming devices. Understanding the implications of this heightened viewership is crucial for automotive dealerships as we approach the 2024 presidential election.

Unprecedented Viewership Spike

In the immediate aftermath of the shooting, a staggering 19 million people tuned in across ABC, CBS, CNN, Fox News and MSNBC. Fox News came in first, capturing nearly 3.7 million viewers in the first hour alone. This surge in viewership is not just a temporary blip but a trend expected to persist through the election season. Historically, election cycles see an uptick in viewership closer to November. However, this incident has accelerated and intensified that engagement, setting the stage for a prolonged period of heightened news consumption.

The Changing Landscape of Political Ads

In a normal year, as elections draw near, political ads saturate the airwaves, making it challenging for other advertisers to capture attention. Many dealerships traditionally step back from TV advertising during this period to avoid getting lost in the political noise. This year, however, we are in uncharted territory. The attempted assassination of a former president so close to an election is an unprecedented event that has captured the nation’s attention in a way we haven’t seen before.

With viewers glued to their screens, backing away from news channel advertising could be a mistake. Instead, dealerships should consider leveraging this unique moment to maintain a presence. This continued visibility can help ensure your brand remains top-of-mind for potential customers who are now more engaged than ever with news content.

Viewers are Tuning In and Streaming

While traditional TV remains a significant medium, the rise of online viewership cannot be ignored. Networks like MSNBC and Fox are witnessing a growing number of viewers tuning in via streaming apps and devices. Recent data shows that millions are watching news content on platforms beyond the conventional TV screen.

For dealerships, this means crafting a robust, hyperlocal streaming ad strategy is no longer optional—it’s essential. Missing out on these viewers could mean losing valuable touchpoints with potential customers. Streaming ads offer the flexibility to target specific demographics and regions, making your marketing efforts efficient and effective.

Retooling Your Strategy

In summary, July’s events have not only shocked the nation but also reshaped the media landscape leading up to the election. This presents a unique opportunity for dealers to meet viewers where they are. By embracing both traditional and streaming ad strategies, you can ensure your dealership stays visible and relevant during this uncharted period.