Why brands should be wary of the approaching avalanche of political ad spend
PHD Australia national head of investment Joanna Barnes is urging brands and advertisers to pick their moments and channels wisely ahead of the upcoming federal election, as an avalanche of political advertising takes precious inventory away from brands still in recovery mode and in need of it most. To help combat the tense conditions, Barnes shares her tips for making an impact in an incredibly tight market.
Australia is approaching its 31st Federal Election with May 21, the last day the election can be held (currently no date has been set yet).
This brings significant levels of ad spend into the market and raises several key considerations for brands, advertisers and buyers.
In the past couple of years, Government ad spend increased 49% (as a result of COVID messaging, vaccinations and broader health communications) vs total market up 18%.
