The Rise of Political Video Advertising. (ClickZ, 10/20/2011)
Excerpt: As media consumption patterns shift, TV could lose its place as the main forum for persuasive political ads. According to a September 2011 bipartisan study, 31 percent of all likely voters don't watch live TV. Instead, they watch programs on DVR during which they may skip through commercial breaks, or they watch TV programming online or in mobile environments.
The same is true of likely voters in important battleground states and demographic groups, said the study. The research was conducted by video ad firm Say Media and co-authored by Republican digital agency Targeted Victory and Democratic digital agency Chong and Koster, along with pollsters on both sides of the aisle. In Florida, 28 percent of likely voters surveyed said they don't watch live television. And in the state of Ohio, 38 percent of likely voters aren't consuming live TV.
By no means is political television advertising going away, but as video consumption accelerates, and audiences shift viewing habits, we can expect more political ad dollars to flow towards digital video.
No comments:
Post a Comment