First and foremost, lower TV spending in 2016 political advertising may simply be a function of better media buying, said Ben Angle, senior media buyer-national media research at Planning & Placement, during the Marketing: Politics conference in Washington, D.C. Tuesday morning.
“In terms of TV being down, I think you really have to attribute it to master negotiators beating the stations down,” said Angle.
Another factor was simply leveraging the TV calendar to commit buys during softer rate-card periods -- “booking in June, July -- or even, in some cases, May -- to get the best rate.”
Angle said he did not really see a fundamental shift in the political media mix, and attributed most of the dollar-share changes to more effective and efficient TV buying.
“There’s more to it than just people not spending money in TV,” he explained.
That said, Elizabeth Kalmbach, vice president-group media direct at KSM Media, said TV’s share of political media budgets reflects what’s going on in all categories.“We have to go with media consumption habits,” she said, adding: “That’s happening across-the-board, not just in political.”