Political advertising season is in full swing. Here’s what Billboard Insider heard about about political advertising in this month’s earnings calls and investor meetings.
OAAA President and CEO Anna Bager says out of home is trusted and can help get out the vote (May 23, 2024 Beet.tv interview).
We think it’s going to be a big year for political… we just did a study with morning consult that discovered a lot of consumers are very favorable…they trust our platform a lot. It’s a good way to get in front of consumers…getting people out to vote vote is…important…this election is going to be about converting voters that probably wouldn’t have voted… our messages are on signs close to where you might vote…
Lamar CEO Sean Reilly thinks the 2024 out of home political will be slightly ahead of 2022 (JP Morgan May 2024 Tech, Media &Communications Conference).
This year is trending slightly ahead of 2022, the last cycle, slightly behind 2020 and that’s primarily because in that presidential we actually had a primary season and this year we really didn’t…we’re trending…slightly ahead of 22. It’ll be…a little north of 20 million bucks…it breaks a little bit later than the rest of our book…
OUTFRONT CEO Jeremy Male expects 2024 political to double 2020 (OUTFRONT 1Q 2024 earnings call)
It’s going to be a nice tailwind you know back in 2020 we did around $10 million of political we think in 24 you know we could be somewhere in the region of 15 to 2020 million
Clear Channel Outdoor Chief Revenue Officer Bob McCuin says advertisers will come to out of home because they are crowded out of TV (JP Morgan May 2024 Tech Media & Communications Conference).
There’s a real opportunity in a number of our markets where traditional local advertisers are going to be displaced and I do think out of home offers that visual solution they’re looking for…we’ve got our teams deployed against the largest customers that buy both out of home and TV having conversations now about what likely will happen when these things kind of get get going and the money gets dropped in. We’ve looked back at the midterms…at some of our markets where 50% of the ad spend on a TV station is political…we have a conversation with the marketer. We talk about look if you want to see the light of day and in the fall.
For political advertising do’s and don’t see Mike Hershey on Political Advertising Best Practices.
For tips on how to sell political see Kevin Gephart’s OOH companies can win 2 ways this political season.
For a review of legal questions relating to political ads see Rothfelder on political advertising on billboards.
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