October 1, 2023

Digital Marketing Education

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2024 US political ad spending expected to hit $12 billion

The agency also noted in the report the increased pressure there likely will be on brands to speak out on political issues. “Every company will have to balance this pressure from consumers and employees with their desire to maintain the health of their brand,” it said.

More news: How consumers respond to companies’ social stances

“In 2024, consumers are voters and voters are consumers,” Assembly North America CEO Valerie Davis said. “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 newsfeeds.”

The report came from Assembly’s predictive tool, the Assembly Market Intensity Index (AMII), according to the agency. Assembly handles some political media and, back in 2020, worked on billionaire Michael Bloomberg’s big-spending, but short-lived run for president. The agency opened its politics and advocacy practice in 2019.

Contributing: Kevin Brown


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