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Media Buying in
an Election Year
Strategies, Insights, and Trends
Today’s Agenda
Session 1
10am PT | 1pm ET
State of the Union: The Past, Present & Future of Digital Media
Session 2
10:35am PT | 1:35pm ET
Navigating the Cookieless Era: Maximizing 1P Data in Streaming
Session 3
11:10am PT | 2:10pm ET
Measuring Brand Equity: Navigating Video's New Terrain
Session 4
11:45am PT | 2:45pm ET
The Power of Podcast: Driving Full-Funnel Growth
Session 5
12:20pm PT | 3:20pm ET
Media Buying in an Election Year: Strategies, Insights, and Trends
Today’s Logistics
Recording & slides will be in your inbox
tomorrow
Download relevant resources
Log back anytime with same link
Join our poll questions - including if you want to talk to our
teams after!
Katherine Bishop
Marketing Webinars Specialist
DIGITAL-FORWARD BRANDS.
FUELING FULL-FUNNEL OUTCOMES FOR THE WORLD’S MOST
Our Speakers
RACHEL COSTANZO
Senior Director, Media
Strategy
LYNDEA DEW
Brand Partnerships at
NBCU
Which aspect of media
buying in an election year do
you find most challenging?
● How to best utilize news content
● How to navigate geo-specific media initiatives
● How to ensure brand safety
● How to maintain budgets/avoid preemptions
during peak spending
The Election will dominate the cultural
conversation in 2024
Issues, Not
Candidates, Are
Motivating Young
Voters
The 2024
Election Will Be
Unlike Any Other
2024 Is the
Biggest Election
Year In History
Americans agree
that the 2024 election
will be pivotal for
democracy…
News continues to reach massive audiences
and consumers are leaned in now more than ever
3
71%
Broadcast & Cable News
Linear TV & Digital
Reach
U . S . A 1 8 + e a c h m o n t h
+39%
Broadcast & Cable News
Linear TV & Digital
Time Spent Grew
U . S . A 1 8 + ( T o t a l T i m e S p e n t )
Source: comScore Xmedia Enhanced, July 2023 vs. July 2021. P18+. Organizations Included: NBC U News Group including MSNBC, CBS
News, Fox News, CNN, ABC News (Left Side), Right side includes NBCU News Group Digital + regularly scheduled linear news programming
on NBC/CBS/Fox/FNC/CNN/MSNBC.
for the last 2 years over the past 2 years
*Primaries are for presidential elections and all dates subject to change
It’s not just about Election Day, consumers are engaged all year long
4
Q3/Q4 JAN FEB MAR APR MAY JUN JUL AUG SEP DEC
NOV
Primary Debates
Democratic/Republican
2 0 2 4
Iowa Caucus
1/22
NH Primary
1/30
State of the
Union
3/7
SC Primary
2/24 & 3/2
Super
Tuesday
3/5
White House
Correspondents
Dinner
4/29
OCT JAN
Republican
National
Convention
7/15 – 7/18
Democratic
National
Convention
8/19 - 22
National Voter
Registration Day
9/15
Election Day
11/5
Presidential & VP
Series of Debates
Q3 TBD
Inauguration
Day
1/20
Electoral Votes
Official Counting
1/6
WI, DL, MD, PA, RI, CT
Primaries
4/2 - 4/30
IN, NB, WV, KY, OR
Primaries
5/7 – 5/21
MT, NJ, NM, SD, DC
Primaries
6/4
Electoral
College
TBD
Candidates
Announcements
Spring/Summer
NV Primary
2/6
2 0 2 3 2 0 2 5
5
But, many brands
will go dark…
Creating
white space
for your brand to:
6
Reach Incremental Audiences
Build Trust
Steal Share
6
7
Audiences choose the distinct news sources they trust
Only 2% of news consumers watch all major news sources each month
The right ad
environment matters
for your brand
8
8
+2.4x
More likely to view Ads On
Television as More Trustworthy
Than Ads On Social Media
N B C U N I V E R S A L
During the last presidential election,
We analyzed the
top 35 brands who
ran ads across
cable news
Sources: NBCU proprietary analysis (CNN, Fox News, MSNBC), MediaRadar, Morning Consult 9
Brand Funnel KPIs
Top 35 brands that ran ads adjacent to political advertising on Cable News
between 10/1/2020 and 11/4/2020
And found no
negative brand
impact
15%
17%
19%
21%
23%
25%
27%
29%
31%
33%
Consider Trust Favorability
Peak Election
Spend
It’s time for brands to support responsible journalism
The NBC News Group ensures that you can run your ads
with confidence
11
95% No Ads Tag Certified
on Short-form video
Negative Sentiment
Catastrophic Events
of NBC News digital video
capacity is served in live tv
Brand Suitable. Brand Safe.
TV Environment.
across all NBCU brands.
Ads that ran in Election coverage proved to be
even more impactful for brands
12
NBC News Group viewers were:
9x
more likely to say their opinion of the
advertiser improved after seeing their Election
night coverage placement
2x
more likely to say the ads and content were
more likeable than on competitive news
networks.
3.5x
more likely to say this was a good event for
brands to advertise, despite complex themes
13
C r o s s - p l a t f o r m
M o n t h l y R e a c h ( A 1 8 + )
Reach untapped audiences to
Drive Efficiency Across
Platforms
+25%
incremental reach
37M
Additional
Unique Reach
N B C U
N e w s
49M
Unique Reach
N B C U
E n t e r t a i n m e n t
whenaddedtoaNBCUEntertainmentcampaign
N B C N e w s p r o p e r t i e s d r i v e e f f i c i e n c y :
Nearly 40M NBCU News Group Consumers do not
consume NBCU Entertainment each month
N B C U N I V E R S A L
Source: Nielsen Media Research, MRI/Fusion Data, NBC News & MSNBC, P18+, L+SD, 1-min qualifier, (1/8/24-1/14/24). 14
P18+ Total
Reach (MM)
NBC News Group
In-Market Consumers
AutoInsurance
Intenders
16.1M
Parents 33.7M
FinancialService
Intenders
16.7M
RX
Consumers
27.2M
FastFood
Consumers
16.3M
AlcoholicBeverage
Consumers
14M
Health&Beauty
Consumers
40.8M
Every industry has a
stake in reaching the
electorate at scale
15
At NBCU, our goal is to deliver effectiveness via
Both Brand & Performance…
87M
Moviegoers
111M
Tech
Enthusiasts
110M
Music
Enthusiasts
72M
Home Re-
modelers/DIYers
92M
Beer
Drinkers
40M
Moms
176M
Health
Enthusiasts
17M
Business
Decision Makers
36M
Gen Zers
71M
Millennials
85M
Soda
Drinkers
34M
SUV Auto
Intenders
79M
Insurance
Intenders
92M
QSR
Consumers
118M
Frequent
Travelers
101M
Heavy
Streamers
61M
Light TV
Viewers
48M
Active
Investors
34M
Gamers
112M
Omni-Channel
Shoppers
And precision @ scale:
Biggest
Live Events
Unscripted
Powerhouses
Original Scripted
Shows & Films
Late Night
Culture Connectors
NBCUniversal Premium Content
The Most-Trusted
News Brands
Return of Dick Wolf Hits
*All scheduling & programming is tentative and subject to change
NEW
NEW
NEW
NEW
All Available on
NEW
Landscape
2024 Spend Projections
In 2024, political ad spending is expected to
cross the $10 billion mark for the first time in
history, with eMarketer projecting $12.3 billion
across all channels. GroupM is projecting even
higher, at $16 billion, not including direct mail.
$12.3B
25
EXPECT RECORD BREAKING VOLUME
Source: eMarketer, Kantar
Traditional TV still garners the largest share of political ad dollars, but
spending continues to shift to digital, led primarily by OTT.
26
95% of American households hold at least one streaming subscription,
indicating near total market saturation
Factors
Driving
OTT
Growth
Flexibility & Reach
● Dynamic environment where you can adjust campaign parameters and
targeting with minimal (or immediate) turnaround time.
● With the majority of political dollars still spent in linear, OTT offers
incremental reach and whitespace for campaigns.
Targetability
● Beyond standard demographics, political advertisers can use targeting
layers like party affiliation and voting propensity to build audiences.
● Can hyper-focus ad dollars to states, cities, and (unlike linear TV) even
zip codes that are highest priority.
Measurement
● Make key optimizations quickly and effectively by tracking engagement
and ad effectiveness in real time.
● Retargeting for tailored frequency and creative approach to specific
users based on previous ad exposures (both in-channel and across
tactics like linear) and actions.
Strategies
Know the
Trends
Content/Geo Focus
● News and Sports will see the strongest activity from political
advertisers, with news in particular offering a tuned-in audience and
boosted viewership in an election year.
● Swing and Battleground state inventory with be tight across all content,
especially California, Georgia, Michigan, Nevada, Arizona, and
Pennsylvania.
Super Pac Spending
● In linear, rate incentives reserved for candidates affect Super Pac and
Measure-backed groups ability to secure inventory and scale.
● Since these incentives don’t extend to OTT, these highly funded groups
are primed to flood the channel to maximize reach.
Seasonality
● Political advertising has already started to ramp up going into the heart
of primary season, and expected to increase through early November.
● Spend is expected to hit its peak six weeks before Election Day and
maintain through the end of the cycle.
Adapt
Understand Race Impacts
● Keep a pulse on polls, hotly contested measures, and voting activity to
identify areas primed for an influx of spending and how those may
impact campaign goals.
Broaden Targeting
● Run national campaigns vs geo-targeted if possible; if geo-targeting is a
must, use broad targeting to ensure maximum reach, particularly in
battleground states.
● Lean into all content genres, including news - political advertisers will
gravitate there, but commensurate increases in viewership help mitigate
CPM premiums (or even drive pricing incentives), making it an attractive
option across advertisers.
Consider Guaranteed Options
● If an advertiser traditionally books preemptible media, ensure
conversations are had with vendors early to determine if switching to
guaranteed CPMs may be necessary to maintain desired spend levels.
Plan
Ahead
Book Early
● Plan to lay in media 1 to 2 months in advance, leaning towards 2
months for geo-specific areas anticipated to have higher political
spending.
Collaborate with Vendors
● Lean into vendors to help forecast political activity trends and
nuances specific to their platforms.
● Develop a plan for what levers they can pull to mitigate potential
under-clearance and campaign disruption, both before and during
your campaigns.
Brand Safety Alignment
● Ensure all media partners are clear on what content a brand is
comfortable being associated with, including breaking news.
● Ask vendors to share how they ensure brand safety on the
platforms in advance of securing media.
Key
Takeaways
1. Consider the power of news in an election year
and the value it brings to advertisers.
2. Stay informed on the political landscape and
tailor your approach accordingly to ensure your
campaign goals and objectives are achievable.
3. Work closely with your vendors and plan ahead
to avoid last minute disruptions to your
campaigns as much as possible.
Schedule Your
Consultation
with a Streaming Expert
34
Visit our content hub
➜
Stay informed
on the future
of digital
marketing
Thank you!

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Media Buying In An Election Year: Strategies, Insights, And Trends

  • 1. Media Buying in an Election Year Strategies, Insights, and Trends
  • 2. Today’s Agenda Session 1 10am PT | 1pm ET State of the Union: The Past, Present & Future of Digital Media Session 2 10:35am PT | 1:35pm ET Navigating the Cookieless Era: Maximizing 1P Data in Streaming Session 3 11:10am PT | 2:10pm ET Measuring Brand Equity: Navigating Video's New Terrain Session 4 11:45am PT | 2:45pm ET The Power of Podcast: Driving Full-Funnel Growth Session 5 12:20pm PT | 3:20pm ET Media Buying in an Election Year: Strategies, Insights, and Trends
  • 3. Today’s Logistics Recording & slides will be in your inbox tomorrow Download relevant resources Log back anytime with same link Join our poll questions - including if you want to talk to our teams after! Katherine Bishop Marketing Webinars Specialist
  • 4. DIGITAL-FORWARD BRANDS. FUELING FULL-FUNNEL OUTCOMES FOR THE WORLD’S MOST
  • 5. Our Speakers RACHEL COSTANZO Senior Director, Media Strategy LYNDEA DEW Brand Partnerships at NBCU
  • 6. Which aspect of media buying in an election year do you find most challenging? ● How to best utilize news content ● How to navigate geo-specific media initiatives ● How to ensure brand safety ● How to maintain budgets/avoid preemptions during peak spending
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  • 8. The Election will dominate the cultural conversation in 2024 Issues, Not Candidates, Are Motivating Young Voters The 2024 Election Will Be Unlike Any Other 2024 Is the Biggest Election Year In History Americans agree that the 2024 election will be pivotal for democracy…
  • 9. News continues to reach massive audiences and consumers are leaned in now more than ever 3 71% Broadcast & Cable News Linear TV & Digital Reach U . S . A 1 8 + e a c h m o n t h +39% Broadcast & Cable News Linear TV & Digital Time Spent Grew U . S . A 1 8 + ( T o t a l T i m e S p e n t ) Source: comScore Xmedia Enhanced, July 2023 vs. July 2021. P18+. Organizations Included: NBC U News Group including MSNBC, CBS News, Fox News, CNN, ABC News (Left Side), Right side includes NBCU News Group Digital + regularly scheduled linear news programming on NBC/CBS/Fox/FNC/CNN/MSNBC. for the last 2 years over the past 2 years
  • 10. *Primaries are for presidential elections and all dates subject to change It’s not just about Election Day, consumers are engaged all year long 4 Q3/Q4 JAN FEB MAR APR MAY JUN JUL AUG SEP DEC NOV Primary Debates Democratic/Republican 2 0 2 4 Iowa Caucus 1/22 NH Primary 1/30 State of the Union 3/7 SC Primary 2/24 & 3/2 Super Tuesday 3/5 White House Correspondents Dinner 4/29 OCT JAN Republican National Convention 7/15 – 7/18 Democratic National Convention 8/19 - 22 National Voter Registration Day 9/15 Election Day 11/5 Presidential & VP Series of Debates Q3 TBD Inauguration Day 1/20 Electoral Votes Official Counting 1/6 WI, DL, MD, PA, RI, CT Primaries 4/2 - 4/30 IN, NB, WV, KY, OR Primaries 5/7 – 5/21 MT, NJ, NM, SD, DC Primaries 6/4 Electoral College TBD Candidates Announcements Spring/Summer NV Primary 2/6 2 0 2 3 2 0 2 5
  • 12. Creating white space for your brand to: 6 Reach Incremental Audiences Build Trust Steal Share 6
  • 13. 7 Audiences choose the distinct news sources they trust Only 2% of news consumers watch all major news sources each month
  • 14. The right ad environment matters for your brand 8 8 +2.4x More likely to view Ads On Television as More Trustworthy Than Ads On Social Media
  • 15. N B C U N I V E R S A L During the last presidential election, We analyzed the top 35 brands who ran ads across cable news Sources: NBCU proprietary analysis (CNN, Fox News, MSNBC), MediaRadar, Morning Consult 9 Brand Funnel KPIs Top 35 brands that ran ads adjacent to political advertising on Cable News between 10/1/2020 and 11/4/2020 And found no negative brand impact 15% 17% 19% 21% 23% 25% 27% 29% 31% 33% Consider Trust Favorability Peak Election Spend
  • 16. It’s time for brands to support responsible journalism
  • 17. The NBC News Group ensures that you can run your ads with confidence 11 95% No Ads Tag Certified on Short-form video Negative Sentiment Catastrophic Events of NBC News digital video capacity is served in live tv Brand Suitable. Brand Safe. TV Environment. across all NBCU brands.
  • 18. Ads that ran in Election coverage proved to be even more impactful for brands 12 NBC News Group viewers were: 9x more likely to say their opinion of the advertiser improved after seeing their Election night coverage placement 2x more likely to say the ads and content were more likeable than on competitive news networks. 3.5x more likely to say this was a good event for brands to advertise, despite complex themes
  • 19. 13 C r o s s - p l a t f o r m M o n t h l y R e a c h ( A 1 8 + ) Reach untapped audiences to Drive Efficiency Across Platforms +25% incremental reach 37M Additional Unique Reach N B C U N e w s 49M Unique Reach N B C U E n t e r t a i n m e n t whenaddedtoaNBCUEntertainmentcampaign N B C N e w s p r o p e r t i e s d r i v e e f f i c i e n c y : Nearly 40M NBCU News Group Consumers do not consume NBCU Entertainment each month
  • 20. N B C U N I V E R S A L Source: Nielsen Media Research, MRI/Fusion Data, NBC News & MSNBC, P18+, L+SD, 1-min qualifier, (1/8/24-1/14/24). 14 P18+ Total Reach (MM) NBC News Group In-Market Consumers AutoInsurance Intenders 16.1M Parents 33.7M FinancialService Intenders 16.7M RX Consumers 27.2M FastFood Consumers 16.3M AlcoholicBeverage Consumers 14M Health&Beauty Consumers 40.8M Every industry has a stake in reaching the electorate at scale
  • 21. 15 At NBCU, our goal is to deliver effectiveness via Both Brand & Performance… 87M Moviegoers 111M Tech Enthusiasts 110M Music Enthusiasts 72M Home Re- modelers/DIYers 92M Beer Drinkers 40M Moms 176M Health Enthusiasts 17M Business Decision Makers 36M Gen Zers 71M Millennials 85M Soda Drinkers 34M SUV Auto Intenders 79M Insurance Intenders 92M QSR Consumers 118M Frequent Travelers 101M Heavy Streamers 61M Light TV Viewers 48M Active Investors 34M Gamers 112M Omni-Channel Shoppers And precision @ scale:
  • 22. Biggest Live Events Unscripted Powerhouses Original Scripted Shows & Films Late Night Culture Connectors NBCUniversal Premium Content The Most-Trusted News Brands Return of Dick Wolf Hits *All scheduling & programming is tentative and subject to change NEW NEW NEW NEW All Available on NEW
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  • 25. 2024 Spend Projections In 2024, political ad spending is expected to cross the $10 billion mark for the first time in history, with eMarketer projecting $12.3 billion across all channels. GroupM is projecting even higher, at $16 billion, not including direct mail. $12.3B 25 EXPECT RECORD BREAKING VOLUME
  • 26. Source: eMarketer, Kantar Traditional TV still garners the largest share of political ad dollars, but spending continues to shift to digital, led primarily by OTT. 26 95% of American households hold at least one streaming subscription, indicating near total market saturation
  • 27. Factors Driving OTT Growth Flexibility & Reach ● Dynamic environment where you can adjust campaign parameters and targeting with minimal (or immediate) turnaround time. ● With the majority of political dollars still spent in linear, OTT offers incremental reach and whitespace for campaigns. Targetability ● Beyond standard demographics, political advertisers can use targeting layers like party affiliation and voting propensity to build audiences. ● Can hyper-focus ad dollars to states, cities, and (unlike linear TV) even zip codes that are highest priority. Measurement ● Make key optimizations quickly and effectively by tracking engagement and ad effectiveness in real time. ● Retargeting for tailored frequency and creative approach to specific users based on previous ad exposures (both in-channel and across tactics like linear) and actions.
  • 29. Know the Trends Content/Geo Focus ● News and Sports will see the strongest activity from political advertisers, with news in particular offering a tuned-in audience and boosted viewership in an election year. ● Swing and Battleground state inventory with be tight across all content, especially California, Georgia, Michigan, Nevada, Arizona, and Pennsylvania. Super Pac Spending ● In linear, rate incentives reserved for candidates affect Super Pac and Measure-backed groups ability to secure inventory and scale. ● Since these incentives don’t extend to OTT, these highly funded groups are primed to flood the channel to maximize reach. Seasonality ● Political advertising has already started to ramp up going into the heart of primary season, and expected to increase through early November. ● Spend is expected to hit its peak six weeks before Election Day and maintain through the end of the cycle.
  • 30. Adapt Understand Race Impacts ● Keep a pulse on polls, hotly contested measures, and voting activity to identify areas primed for an influx of spending and how those may impact campaign goals. Broaden Targeting ● Run national campaigns vs geo-targeted if possible; if geo-targeting is a must, use broad targeting to ensure maximum reach, particularly in battleground states. ● Lean into all content genres, including news - political advertisers will gravitate there, but commensurate increases in viewership help mitigate CPM premiums (or even drive pricing incentives), making it an attractive option across advertisers. Consider Guaranteed Options ● If an advertiser traditionally books preemptible media, ensure conversations are had with vendors early to determine if switching to guaranteed CPMs may be necessary to maintain desired spend levels.
  • 31. Plan Ahead Book Early ● Plan to lay in media 1 to 2 months in advance, leaning towards 2 months for geo-specific areas anticipated to have higher political spending. Collaborate with Vendors ● Lean into vendors to help forecast political activity trends and nuances specific to their platforms. ● Develop a plan for what levers they can pull to mitigate potential under-clearance and campaign disruption, both before and during your campaigns. Brand Safety Alignment ● Ensure all media partners are clear on what content a brand is comfortable being associated with, including breaking news. ● Ask vendors to share how they ensure brand safety on the platforms in advance of securing media.
  • 32. Key Takeaways 1. Consider the power of news in an election year and the value it brings to advertisers. 2. Stay informed on the political landscape and tailor your approach accordingly to ensure your campaign goals and objectives are achievable. 3. Work closely with your vendors and plan ahead to avoid last minute disruptions to your campaigns as much as possible.
  • 34. 34 Visit our content hub ➜ Stay informed on the future of digital marketing