Stagwell Agency (STGW) Projects Record 12 billion dollars in political ad spending in new report for political and commercial advertisers
NEW YORK, September 19, 2023 /PRNewswire/ — Global media agency Assembly projects record 12 billion dollars in political advertising spending during the 2024 US election cycle, with 3 billion dollars expected in the presidential campaign alone. The estimates come from the Assembly’s 2024 Election Outlook Report, released today by the agency’s peak policy and advocacy office, which manages planning, activation and strategy for some of the nation’s most high-profile candidates and independent spending groups.
The report highlights the collision of business and political advertising in the 2024 cycle and offers leaders insight into how to prepare. The main takeaways are:
- 9 billion dollars Blitz: Advertising spending is expected to reach 9 billion dollars in down-ballot races, comparable to the 2022 US midterm elections, but concentrated in fewer and more fierce statewide races for Senate, House of Representatives, governor and other state/local elections.
- Urban battlefields: Consumers in Las Vegas, RenoAnd Philadelphia will bear the brunt of the political advertising blitz, ranking among the “hottest” markets according to Assembly forecasts.
- Colliding fronts: Competitive legislative and national elections will coincide with presidential swing states – meaning the effects of political advertising will be impossible to ignore in some parts of the country. Nevada, ArizonaAnd Pennsylvania are the battlefields to watch.
“In 2024, consumers are voters and voters are consumers,” says Valerie Davis, CEO of North America at Assembly. “In an unprecedented cycle, commercial advertisers will be unable to completely hide from politics and must be well-equipped to respond to the extraordinary amount of political spending and creative that will flood news feeds. This report is an excellent resource for politicians and business advertisers. “.
The 2024 Election Outlook Report was developed using Assembly’s proprietary predictive tool, the Assembly Market Intensity Index (AMII), to gauge the level of political saturation in specific markets over the cycle 2024 election, which provided scores based on information for each quarter. The report focuses on both state and federal spending in swing states such as Nevada, ArizonaAnd Pennsylvaniawith analysis of Senate and House races across California And North Carolina.
Today, Assembly is the only agency capable of delivering this capability, as no other media agency can combine the niche expertise of a specialist political firm with the reach and resources of a global omnichannel agency. Since the creation of the Assembly’s political and advocacy practice in 2019, it has devoted nearly 1 billion dollars on behalf of candidates and issue groups across the country. Notably, in 2020, Assembly planned and activated the largest political media buy in history for Mike Bloomberg’s presidential campaign.
The 2024 Election Outlook Report and video interviews can be viewed and downloaded at assemblyglobal.com/insights/2024-election-outlook-report.
Assembly is the modern global omnichannel media agency, bringing together data, talent and technology to find the change that fuels the growth of the best brands on the planet. Our approach combines big, bold brand stories with integrated global media capabilities that deliver performance and drive business growth at scale. Our work is powered by our proprietary in-house technology solution, STAGE, and is led by our global talent base of more than 1,600 people around the world. We are fundamentally driven and pioneers in social and environmental impact in the agency world. Assembly is a proud member of Stagwell, the challenger network built to transform marketing. For more information, visit assemblyglobal.com.
SOURCE Tagwell Inc.