Vision Report

How To Advertise In An Election Year

Protect Your Brand From Political Noise With A Three-Step Checklist

March 5th, 2024
Audrey Chee-Read, Principal Analyst
Audrey Chee-Read Principal Analyst
Mo Allibhai, Senior Analyst
Mo Allibhai Senior Analyst
With contributors:
Mike Proulx , Melissa Bongarzone , Bruna Venicio , Peter Harrison

Summary

US election years have become increasingly contentious — affecting brands that unwittingly get caught up in controversy. 2024 is all that and more: Brands must not only navigate what’s poised to be the most expensive year on record for media investment but also division among consumers on the role that brands should play in politics. Still, this isn’t a moment for CMOs to pull their ad dollars. If anything, it’s an opportunity to bolster your brand’s resilience during a political storm. This report helps US B2C marketing executives navigate the headwinds of this election year, as the culture war will threaten to topple unprepared brands.

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