In a new MediaPost column, MMi CEO Thomas Bridge reviews the fallacy of advertisers’ TV schedules not posting “due to political advertising”. As Thomas points out, political advertising does have a lot of impact on demand for the available supply of ad time, but it has nothing to do with whether a schedule delivers or not.
“Demand on commercial inventory has nothing to do with the audience for those commercials (and hence the ratings that they generate),” he writes.
Political ad cycles can certainly affect pricing and availability, but they have absolutely nothing to do with whether an individual spot achieves its estimated rating or not. Read the full article to find out what Thomas says clients can do to prepare for the upcoming political advertising window.