A report from STRATA says that programmatic buying has a firm grip on political placements, and that most of the cash is still going to television. Online is definitely in the mix, and radio is a key supplemental venue.
STRATA gathered its statistics from agencies that handle political clients.
According to the study, programmatic is accounting for 85% of all buys, and represents 75% of total cash spent.
October was the biggest month, and spending has increased on a client by client basis. The agencies reported that almost two thirds – 65% — spent as much or more as during the last election cycle.
“Our political shops are leveraging tools and social channels that are built for real-time marketing,” said Joy Baer, President of STRATA. “Because of its ability to react instantly to changing market dynamics, programmatic buying is a tremendous tool for political advertisers when trying to respond to an attack or get a message out right away.”
Strata looked at how clients spend their money in these terms: What is the first, second and third venue of choice.
Television was far and away the number one venue, named choice #1 by 82% of responding agencies. Only network TV and digital registered on that chart. Radio and digital tied as the #2 choice with 36% each.
Here are the charts:
Number 1 choice
82%: Spot TV/cable
9%: Network TV
9%: Internet/Digital
Source: STRATA
Number 2 choice
36%: Spot Radio
36%: Internet/Digital
18%: Spot TV/cable
Source: STRATA
Number 3 choice
36%: Internet/Digital
27%: Spot Radio
27%: Print
9%: Network TV
9%: Network Cable
Source: STRATA
