Media buyers seek to avoid ‘clutter’ of Fed Election

Media buyers seek to avoid ‘clutter’ of Fed Election
SHARE
THIS



With in the region of $90 million expected to be spent on advertising in the lead up to the Federal Election, media buyers are planning to avoid the heaviest advertising period in the two weeks prior to polling day.

MEC’s chief executive Peter Vogel (pictured) told B&T that although his agency already has the majority of airtime locked in over the next five weeks ahead of 7 September, he confirmed there may be discussions with certain clients about moving campaigns to run either a week earlier than previously planned or in the week after the election.

"A lot of our clients have buys laid out already,” he said. "While our clients will certainly be active on TV during that period, the majority of airtime has already been locked in. We have the airtime that we need. Unfortunately, it does get a bit cluttered but I don’t think we’re going change a whole lot [now the date has been set]. Certainly with some clients we might chat to them to consider starting a week later or a week earlier," he said.

"Obviously we've been aware the election was coming, so we’ve had to be even more planned to ensure our TV campaigns going out over this period were ready to go,” added Vogel.

Maree Cullum, trading director for PHD Melbourne, said the agency’s strategy around the election was to try avoid the couple of weeks prior to the election date.

"I guess from our point of view we’ll try to avoid the couple of weeks up to the election blackout,” said Cullum.

“It’s not always possible, but we’ll try to avoid this period as these will be the heaviest weeks for advertising. There will be a lot of clutter as the political parties put out their advertising, so we’ll be recommending trying to scale back during this time."

Please login with linkedin to comment

Latest News

Women In Print Starts New Chapter & Finds New Home
  • Media

Women In Print Starts New Chapter & Finds New Home

Women in Print has re-launched itself this week to take on the year, and future ahead. A refreshed brand, website, calendar and team are leading the way with Women in Print also announcing a new partnership with The Real Media Collective. A new look, new management and new focus – Community, Knowledge, Network and Support […]

Emotive Partners With YouTube And The United Nations
  • Media

Emotive Partners With YouTube And The United Nations

Creative agency, Emotive, and Good Oil Films, is partnering with YouTube and the United Nations to raise awareness around the importance of quality education, which forms part of the UN’s Global Goals for sustainable development.

ScoMo Rules Out TikTok Ban
  • Technology

ScoMo Rules Out TikTok Ban

ScoMo rules out TikTok ban, as Albo releases his latest unicorn, fairy dance video complete with cascading rainbows.

by B&T Magazine

B&T Magazine
Outdoor Industry Unites For Global #OurSecondChance Campaign
  • Campaigns
  • Media

Outdoor Industry Unites For Global #OurSecondChance Campaign

The global Out of Home (OOH) industry has today launched a campaign #OurSecondChance. The campaign asks simple questions about how we can make the most of the positive opportunities that have arisen out of the pandemic. Broadcast on OOH signs around the globe #OurSecondChance is collaboration between World Out of Home Organisation (WOO) and the […]

batyr & UM Take ‘Run For The Herd’ Virtual
  • Campaigns

batyr & UM Take ‘Run For The Herd’ Virtual

With the COVID-19 crisis affecting all crowd-based activities, youth mental-health charity batyr has devised the first-ever Run for the Herd Virtual Festival partnering with media business UM to bring the virtual event to life.  With the City2Surf event in Sydney, normally a big fund-raising opportunity for batyr, postponed this year, batyr has created a virtual event and with the support of UM are encouraging […]

QMS Sport Rebrands As Media Tech
  • Media

QMS Sport Rebrands As Media Tech

Following QMS’ acquisition of TLA Worldwide (Aust) last year, QMS Sport has today announced it will transition to the TLA brand and formally become a business unit of TLA. ‘Media Tech’ is officially the new name for what was formally known as QMS Sport, and will operate alongside TLA’s existing business units that span the […]