The Post-Election Shift in TV Advertising: What Marketers Need to Know
Every election season creates ripple effects not only in politics but also across the marketing landscape. For marketers, one of the most significant impacts comes in the form of shifting advertising trends on television and digital platforms. This year is no different. The post-election period has seen TV advertising rapidly pivot away from live news networks like MSNBC and CNN toward lifestyle networks, podcasts, and connected TV (CTV). While these changes create exciting opportunities, they also come with strategic cautions.
Here’s a closer look at what’s happening, why it matters, and how marketing professionals can adjust their strategies for maximum impact.
The Advantage of Advertising on Live News
During election cycles, live news platforms dominate the advertising landscape thanks to their unmatched ability to deliver real-time updates to engaged audiences. Advertisers love the simultaneous reach of cable TV and CTV simulcasts, particularly when aiming for live news viewers—the kind who are deeply invested in current events and actively tune in throughout the day.
However, as the post-election dust settles, the ratings goldmine for news networks like MSNBC and CNN begins to lose its shine. This audience decline has significant implications for brands that rely on live news to generate impressions and drive action.
MSNBC Hits a Slump, CNN Stays Pricey
Post-election, MSNBC faces a steep ratings freefall as its politically engaged viewers tune out. Brands that once found value in MSNBC’s steady audience are now looking for alternatives. Meanwhile, CNN—a platform with a more moderate tone—has been quicker to recover. However, CNN's ad inventory comes at a premium, and spot clearance challenges make it tricky to secure placements on its network.
For some brands, the effort of staying on CNN is worth it. But for many others, post-election trends suggest better returns can be found in alternative media channels.
The Rise of Lifestyle Networks, Podcasts, and CTV
With news networks losing steam, brands are reallocating their budgets toward lifestyle networks, podcasts, and CTV. Lifestyle channels, with their loyal audiences and range of content genres, offer a refreshing change of pace for advertisers. These networks attract a wide viewership, from foodies glued to cooking shows to families enjoying reality TV. For lifestyle brands, this space presents a natural alignment with their target demographic.
Meanwhile, podcast advertising is booming, offering intimate ad placements where hosts deliver brand endorsements directly to their loyal listeners. Podcasts allow for creative storytelling and hyper-targeted messaging, making them a perfect fit for businesses looking to build deeper connections with specific audiences.
CTV, too, is seeing continued growth. Unlike traditional television, CTV enables ads to be served programmatically, allowing brands to tap into precise audience segments. With a rise in cord-cutting and on-demand viewing habits, CTV bridges the gap between mass reach and personalized marketing—making it an attractive post-election advertising option.
Why This Shift Makes Sense:
Changing Viewership Habits: With the political frenzy behind them, audiences are prioritizing entertainment and escapism over hard news.
Cost-Effectiveness: Shifting from premium-priced news networks to lifestyle channels, podcasts, or CTV can help brands stretch budgets further without sacrificing impact.
Higher Engagement: Targeted platforms like podcasts and CTV often deliver more qualified and engaged audiences compared to broad news networks.
A Word of Caution: Don’t Count News Out Yet
While the pivot away from MSNBC and CNN makes sense in the current climate, marketers must remain prepared for a possible news rebound. History tells us that news networks don’t stay in decline forever. For instance, 2017 saw a roaring comeback for news media as national and global events revitalized interest in real-time reporting.
Marketers should be situationally aware and flexible, keeping an eye on trends that drive viewership back to the news landscape. A nimble advertising strategy ensures brands can capitalize on these shifts without being caught off guard.
What Should Marketing Professionals Do Now?
If you’re a marketer navigating these post-election trends, here’s how to adapt your strategies effectively:
1. Diversify Your Advertising Portfolio
Rather than relying solely on news networks, explore lifestyle programming, podcasts, and CTV. Each offers unique opportunities to engage different audience segments in meaningful ways.
2. Invest in Data-Driven Targeting
Platforms like CTV and programmatic podcast advertising thrive on precision data. Use audience insights to guide your media placements, ensuring you reach the right viewers at the right time.
3. Monitor News Media Momentum
Don’t write off news platforms entirely. Keep an eye on MSNBC and CNN viewership trends, as a surge in breaking news coverage could bring these networks back into focus for advertisers.
4. Experiment with Creative Formats
Podcasts allow for more conversational ad placements, while CTV offers interactive ad formats that drive engagement. Use these formats to craft memorable, impactful campaigns.
5. Stay Agile in Your Budget Allocation
The post-election advertising landscape is fluid. Be prepared to adjust budgets dynamically as audience behaviors and media performances shift.
Post-Election Advertising Is an Opportunity, Not a Challenge
The shift in TV advertising after any election is inevitable, and this year is no exception. While live news networks like MSNBC are seeing significant declines, new opportunities are emerging in lifestyle networks, podcasts, and CTV. By diversifying media spend and staying adaptable, marketers can stay ahead of the curve, delivering results that resonate with today’s evolving audiences.
Whether you’re already pivoting your ad strategy or just beginning to explore these post-election trends, remember this fundamental truth about marketing success—it lies in your ability to anticipate change and meet it with action.
Looking to maximize your reach in today’s fast-changing media landscape? Contact LAB415 to get started.
