• ICYMI, here's the previous installment in this series: "Here's Where Swing State TV Ad Spending Surged in July"
• As we noted last time, by drilling down into Strata's hyperlocal TV advertising data -- the company works with political ad agencies representing 75% of the total political ad spending -- we can get a good sense of the ebb and flow of ad dollars among the batteground states.
• The battleground state advertising landscape continues to be unpredictable. Whereas Ohio saw a bit of a dip (-10%) last time (going from June to July), now ad spending is trending upward (+39%) there (going from July to August). And Pennyslvania, which was up 39% in July vs. June, fell 26% in August vs. July. But North Carolina in particular has been surging, increasing 166% in August vs. July (vs. a modest 13% increase in July vs. June) -- and spending in the state's three major media markets in August is actually up dramatically vs. spend in August 2012 (as tallied in the second column below). Wisconsin, meanwhile, remains hot -- though not red-hot like last time (+110% going from July to August vs. +187% June going to July), and it's actually dipped a bit in two of its major media markets when you compare Aug. 2016 to Aug. 2012."
• "Heading into the final stretch of the campaign season, we're seeing a shift in target areas," Judd Rubin, VP-revenue at Strata, told Ad Age. "Trump is targeting North Carolina, finally, and there's a great Senate race in Wisconsin between Democrat Russ Feingold and Republican Sen. Ron Johnson. Looking ahead to the election, we expect that the consolidation of ad spend will continue into the key states that may ultimately decide the election." If traditional swing state Ohio continues to lean toward Clinton, he added, "ad spend will move away from it and into more hotly contested battlegrounds."
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|% change July vs. August (2016)||% change 2012 vs. 2016 (August)|
About Strata: The solutions that Strata provides empowers clients to buy and sell all media types including cable, broadcast, newspaper, radio, outdoor and digital advertising mediums. Over $50 Billion in advertising dollars flow through Strata systems per year. As the system of choice for over 1,000 agencies in the United States, STRATA provides media technology that enables organizations to lead rather than react to industry developments. Strata is a Comcast Platform Services company. For more information, visit www.gotostrata.com.
Map and chart design by Ad Age Digital Content Producer Chen Wu.