Prime time inventory around the debates is sold out and was more expensive than anticipated. Inventory that appeals to swing voters in battleground states is also seeing a significant spike in pricing and tightening inventory across all channels. And to add insult to injury, it doesn’t look like the pandemic, and the impact it has on the media landscape, is going anywhere anytime soon.
We’re being faced with a reality like never before. And with brands who need counsel — should they hold off until after the election? Can they afford to, especially if they’ve held off all summer? Is buying around the presidential debates a smart or risky move? How do you balance all of these competing forces? The answer: it depends. These are just a few quick ways brands can figure out the best move for the weeks and months ahead:
As GALE helps brands navigate the best way forward, these simple factors should be the basis for any media strategy leading up to the November 3rd election, and what happens on November 4th in the three weeks from then to the Thanksgiving/Black Friday/Cyber Monday push.
President, Media Investment