November 2, 2024
Credit: rawpixel.com / U.S. Department of Homeland Security (Source)
With the U.S. presidential election scheduled for this Tuesday, brands and agencies are bracing for a potentially prolonged period of uncertainty.
Some companies have stated they’ll reduce advertising altogether in the days immediately following the election. Others are closely monitoring ad rates and performance, prepared to make quick adjustments if any major developments arise. A few name brands are using this time to promote messages related to issues that are relevant to them.
“Typically, news programming does well for our clients. But during this time, we just don’t want to waste anyone’s money,” said Suzanne Silber, executive vice president of integrated media planning at Eden Collective. Her agency’s plan is to scale back spending throughout the week and hold off on running TV ads during news programs on Election Day and the following day.
For some brands, cutting back on advertising during this period is especially challenging. Advertisers have struggled to determine the right timing for year-end promotions during an already shortened holiday season, with only 27 days between Thanksgiving and Christmas.
Silber noted that she wants to reserve ad spending for when it will have the greatest impact, particularly as the holiday season approaches, when she expects prices to become more competitive. “We’re not asking consumers to make choices at a time when they can’t focus on them,” she said. “We want to see how things play out and gauge how long the election hangover lasts.”
Similarly, Katya Constantine, CEO of the digital agency DigiShopGirl Media, expects some brands will pull back on media spending heading into November 5. She added that brands will likely increase spending closer to the weekend. Singles’ Day, the major shopping event in China on November 11, has sparked more interest among U.S. brands in recent years.