As we get further into another Presidential election season, it's critical to plan your Q4 marketing strategies with the political landscape in mind. The 2024 political advertising ecosystem is set to be highly competitive, with ad spending projected to reach a record $16 billion. This influx of political dollars will create challenges for brands, even those with robust Q4 strategies, as they compete for visibility in an already crowded market.

With ad spend expected to rise by 31.2% compared to 2020, advertisers can anticipate rising costs—especially in Paid Social on platforms like Facebook and Instagram. Heightened scrutiny and new policies around ads referencing social issues, elections, and politics will also impact the review process, making it essential to ensure compliance while navigating the higher costs.

Key Election Dates to Keep in Mind

Political ad competition will peak during the following periods, leading to higher CPMs and CPCs in battleground states:

• September 16: First presidential debate

• September 25: Vice-presidential debate

• October 1: Second presidential debate

• October 9: Third presidential debate

• November 5: Election Day

Advertisers should prepare for a 15-50% increase in CPMs for CTV and paid social during these critical weeks (September 15–November 5). Adjusting your budgets and forecasts accordingly is crucial to maintaining performance.

The Impact on Consumer Sentiment

Political campaigns will likely shape consumer perceptions, especially regarding the economy. Current sentiment around the U.S. economy is largely negative, with consumers viewing it as "weak." Advertisers should expect economic concerns to influence spending habits leading up to and following the election.

Adapting Your Strategy for Q4 Success

Here’s how to navigate these challenges and keep your brand visible:

1. Recalibrate Your Messaging: Focus on convenience, affordability, and long-term value to resonate with cost-conscious consumers.

2. Refresh Creative Frequently: With an influx of political ads, audience attention spans will shorten. Keep your content fresh to combat ad fatigue.

3. Plan Ahead: Develop a proactive strategy for ad spend, content scheduling, and channel shifts well in advance of the election.

4. Stay Flexible: Keep your budgets fluid, allocate funds for post-election opportunities, and diversify your media spend across multiple channels.

By preparing now, you can effectively navigate the turbulence of election season and keep your brand front and center.