A change to the polling date may frustrate advertisers and media companies but it should not cause a “train smash”.
A change to the September 14 election date should be little concern to brands unless a new campaign launch falls within two weeks of the polling date, according to MEC’s chief executive Peter Vogel (pictured).
Media will get cluttered in the two-to-four weeks before an election but Vogel said it’s important to keep in mind that it doesn’t affect television programming.
“You look at all these abnormal events and how it affects media, the Olympics has a bigger effect as it changes the whole programming,” Vogel said.
“Two weeks earlier or two weeks later is not going to make much difference now. We might do a few last minute modifications but its silly holding back to wait and see when elections are.
“People are going to be a bit frustrated, things are going to be on hold a bit later but it’s not going to be a complete train smash.”
Bringing the election forward would be better for brands than a delay, according to Vogel. If it is pushed back too far it could interfere with retailer’s Christmas advertising push.
Changes to the September 14 election date may cause a $20m reduction to the forecast election-related ad spend, according to The Australian. But Vogel doubts this will be the case and says spend will be on a similar level to what was expected.