Early election call brings new challenges for advertisers

Early election call brings new challenges for advertisers

Yesterday’s surprise announcement by Prime Minister Julia Gillard that the federal election will be held in September has produced an unprecedented ability for advertisers to plan their spend, according to media buyers.

B&T Magazine
Posted by B&T Magazine

It is the first time in Australian politics a polling date has been known from so far out, with most parties traditionally springing the announcement at the last minute, usually six weeks before the election day.

However, the long run-in, which mirrors that of the US Elections, could help spread out the traditional last-minute glut of election spending, and help other advertisers strategise around it.

PHD managing director Toby Hack said: “It’s the longest run-up we’ve ever seen for an Australian election, and it’s created a different situation than what we’ve seen before.

“There will be a lot more strategic planning around the campaigns because of it. There will be a lot more complexity around it.

“But I still think we’ll see from two months out from the election date there will be a lot more activity.”

John Preston, CEO of Match Media, said he was “relieved” the poll will be in September rather than closer to Christmas as it avoids causing “havoc” with the retail advertising in the run-up to Christmas.

He added: “That said either way the TV networks will be very happy that the election has been called sooner as this will buoy their revenue figures prior to the natural end of year lift in revenue.”

The early call will also allow for more strategising by parties, and the non-government organisations like industry and unions which support them.

CEO of Maxus Jon Chadwick told B&T: “It will be interesting to see who will be spending and when. Union investment traditionally goes behind Labor, and mining investment to the coalition, and how they will be maneuvered to the benefit of both parties will be interesting to see. Both have invested $20m plus historically.”

He said there will be a boon for the traditional media which may cause issues for non-political advertisers , but more extensive use of social channels as well.

Chadwick added: “As we see swings in opinions at certain key electorates, that’s where we’ll see these more adaptive channels being used.

“It will be really interesting case study in terms of adaptive planning, to see how opinion polls are used. It’s almost like us in the broader market who aren’t managing the political parties will need to have one eye on the sales and one eye on the opinion polls and how that’s affecting the market.

“For example if there’s an issue in a  part of NSW and you’re a retail advertiser, you need to keep an eye on the opinion polls as there may be a very heavy investment in that particular area, which will dry up the media and cause cost increases.”

What do you think of the election announcement? Leave your comments using the form below.

Latest News

Are We Ready For Wearables?
Media

Are We Ready For Wearables?

If you’re already an asshole, Google Glass will just make you an asshole with an internet connection on your face.

by B&T Magazine

B&T Magazine
Ikon Melbourne Takes On Mazda Launches
Media

Ikon Melbourne Takes On Mazda Launches

Ikon Communications Melbourne has been awarded strategic assignments for Mazda’s next two launches, including the all-new Mazda2. Sharon Cookson, Ikon Melbourne managing director said: “This is a fabulous win and endorses the strategic capability we have spent months building. Mazda is one of Australia’s most iconic brands. We are thrilled to be working with them.” Commenting upon […]

Scott Smith Departs RAPP Sydney To Be Replaced By Craig Bailey
Advertising

Scott Smith Departs RAPP Sydney To Be Replaced By Craig Bailey

After 16 years as RAPP Sydney’s creative director, Scott Smith is moving internally to DDB Remedy to take up the position of creative director for the health care based arm of DDB Group Australia. RAPP Sydney has announced the appointment of Craig Bailey as its new creative director. DDB Remedy managing director, Dr John Bertolini, said: “Scott’s […]

The Winners Of The 2014 Advertising and Marketing Awards
Media

The Winners Of The 2014 Advertising and Marketing Awards

Newspaper media’s creative, sales and marketing teams from across Australia, New Zealand, the South Pacific and South-East Asia were recognised at the 2014 Advertising & Marketing awards event, held in Sydney last night.

Outdoor Beats Online For Ad Recall
Media

Outdoor Beats Online For Ad Recall

An APN Outdoor study has found outdoor is on par with TV and online for ad recall and converts more efficiently given time spent with the medium.

Seven weeks old cute little beagle puppy chewing on some one's foot
Marketing

Campaign: Do You Chew by Tic Tacs

Tic Tac has secured the ad space on trains in every capital city on Australia's coast for its latest campaign.