Political advertising during a pandemic

eMarketer discusses political ad implications


Political candidates have made noticeable changes to their ad spend and their preferred channels during the pandemic.

  • Television is still considered king in political advertising, especially during the heavy ad spend period of about three months prior to Election Day. Some candidates reported a short TV hiatus during early weeks of stay-at-home orders, but with many consumers using television for coronavirus news, the channel is a strong vehicle for political messaging.
  • Unlike the last campaign in 2016, CTV is anticipated to play a strong role in marketing mixes in the 2020 election. This strategy is especially reflective of consumers’ consumption habits leaning toward a rise in streaming television.
  • Digital advertising may see an increase within marketing mix allocations as other dollars are reallocated from in-person events. Social media is expected to have a strong presence of political ads, especially via Facebook.