8 Ways To Keep Your TV Ads From Being Preempted By Political Advertising

Running a full advertising schedule in an election year can
be tough to achieve. And for our retail clients, TV advertising is the stream
on which their revenue flows.  If you have
an event this weekend and you need your advertising to drive store traffic now,
getting make-goods won’t help make up for a lost opportunity for sales now. So
though we’re in the thick of the campaign today, here are a few techniques we
use to give our clients a better chance the TV buy they bought is the one that
runs.   

Vary day parts.  If you’re getting bumped by politicians who
love news and early fringe, opt for other day parts. You’ll be able to amass
the points you need even if you are away from normal programs and times. 

Vary spot length.  You may be at less risk for preemption if you
run :15s, rather than the classic :30 second TV spot. Depending on your
message, we’ve found recurring :15s can be extremely effective for advertisers.

Rely on your relationships.  Presumably you’ve created top notch working
relationships with your reps. Good partnerships with the stations and their
people can make the difference in a fluctuating and challenging
environment.   Strong reps will help you
get the best you can, even if it isn’t exactly what you expected.

Be vigilant.   Be aware of what’s happening in your
markets. Political advertising is constantly changing messages, and weights.
What’s happening in one market may not be the same as that occurring in
another. Keep on top of the candidates and issues in each market so you are
prepared for shifts of political dollars in – and out – of the market.

Be nimble.   Be
ready to assess opportunities and commit to changes in your buys as quickly as
possible. The faster you can get answers to the reps trying to help you, the better. 

Plan ahead.  If you didn’t address this situation when
you placed your buys this year, make sure you do it next time. We typically
place our buys 52 weeks at a time, and any expected phenomena, such as an
election and its inherent media stressors, is thoroughly examined, planned for
and discussed.  The stations with which
we work know exactly what we expect from them.  Yours should too.

Reinforce other media
use.  This may be the time to heavy
up your print, radio, and digital buys. Or create a social media campaign. Consider
creating or strengthening your presence in traditional direct mail. If it’s too
late for this year, make a note for next time.

Last but not
least:  it’s ending soon.   Stay
alert. Respond decisively and quickly. Grow your relationships. Make your notes
for future planning. Then relax. It’s over soon – and then, for retail marketing, we’re right into the
glorious, critical holiday season!

How about you? Any other tips you have for dealing with the
political season?

Buffy O'Connor, Yaffe Media Director