The Last One: The finale hits a high note with an exploration into the complex realm of political spending on streaming platforms. While the topic may seem daunting, rest assured, it’s a voyage worth exploring for your brand and we’re here to help you navigate it safely.
Join Tinuiti’s seasoned strategy expert and NBCU’s brand partnerships specialist as they unveil powerful tactics tailored for success in this high-stakes arena. We’ll compare streaming channels with traditional ones, offering invaluable insights into how political advertisers activate their campaigns on streaming platforms.
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
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
7.
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
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
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.
