BACK-TO-SCHOOL STRATEGIES
In their report on “everything brands need to know this season”, Ad Age breaks down what to expect this back-to-school season and how it might affect the crucial holiday period, including: How much consumers are expected to spend, how the economy is playing a role, insights on discounting, the trends to look for, and more. (Adage.com: 8/4/23)
POLITICAL SPENDING – ISSUE-BASED ADVERTISING
In political off-years like 2023, “many of the political ads are placed by groups unaffiliated with a particular candidate or election,” Instead, focusing on issues like “healthcare, energy, abortion or technology.” First-half spending in 2023 saw $174 million in issue-based advertising; nearly 40% of all spending. Digital media received the highest portion at 48%, followed by Cable (28%), Broadcast (20%), radio (4%), and satellite (.4%). The report by Ad Impact also looks at the top expenditures by issue (e.g. healthcare, clean energy, fundraising, gun control, and economy), and the top three spenders supporting each issue; including party affiliation. (Ad Impact: 7/24/23)
POLITICAL SPENDING – HOUSE RACES
According to political ad tracking service, AdImpact, $564 million has been spent so far (through August 4th); “well ahead of the $293 million that was spent at this point four years ago.” While the primary and general presidential elections get most of the attention, “there has been a steady increase in ad spending for House races”; with a combined $14.9 million spent to date; and millions to come next year. AdImpact advises that the most expensive races are in toss-up districts in California (13th District), New York (19th), Arizona (6th), Virginia (2nd), and Colorado (3rd), with the bulk of spending coming from Democrat-funded issue groups. On a state level, Iowa “has been the biggest recipient of political ad dollars to date,” followed by New Hampshire. (Inside Radio: August 8, 2023)
TV “AD INTOLERANT”, STILL A MINORITY
While viewership among ad-supported streaming services continues to rise, “so-called ad intolerant viewers are still in the minority”, according to a new survey from Hub Entertainment research. The report, based on two years of research dating back to June 2021, reveals that only 16% to 17% of viewers “can’t tolerate ads, no matter what”. According to data from the most recent wave (June 2023), “59% of consumers now say they would rather save money and watch ads if watching those ads will save them $4 to $5.” (MediaPost: 8/1/23)
