ASSEMBLY 'ELECTION OUTLOOK' REPORT: 2024 CYCLE WILL BE THE MOST EXPENSIVE IN HISTORY
- Record $12B in political ad spend for 2024 US Election
- $9B projected spend in down-ballot races
- Consumers in Las Vegas, Reno, and Philadelphia to bear brunt of advertising blitz
- Competitive elections in swing states Nevada, Arizona, and Pennsylvania
- Assembly spent nearly $1B on behalf of candidates and issue groups
- None.
The Stagwell (STGW) agency projects a record
The report underscores the collision of commercial and political advertising in the 2024 cycle and offers leaders insights into how to prepare. Key takeaways include:
Blitz: Advertising spend is projected to hit$9 Billion in down-ballot races, commensurate with the 2022 U.S. midterms, but concentrated in fewer and fiercer statewide races for Senate,$9B U.S. House, Governor, and other state/local races.- Urban Battlegrounds: Consumers in
Las Vegas ,Reno , andPhiladelphia will bear the brunt of the political advertising blitz, ranking among the "hottest" markets in Assembly's predictions. - Colliding Fronts: Competitive statewide and house elections will coincide with presidential swing states – meaning the effects of political advertising will be impossible to ignore in certain parts of the country.
Nevada ,Arizona , andPennsylvania are the battlegrounds to watch.
"In 2024, consumers are voters and voters are consumers," says Valerie Davis,
The 2024 Election Outlook report was developed using Assembly's proprietary predictive tool, the Assembly Market Intensity Index (AMII), to evaluate the level of political saturation in specific markets during the 2024 election cycle, resulting in insights-driven scores for each quarter. The report focuses on both state and federal spending in pivotal swing states such as
Today, Assembly is the only agency that can deliver this capability, as no other media agency can combine the niche expertise of a boutique political firm with the reach and resources of a global omnichannel agency. Since the inception of Assembly's Politics & Advocacy Practice in 2019, it has spent nearly
The 2024 Election Outlook Report and video interviews are available for view and download at assemblyglobal.com/insights/2024-election-outlook-report.
ABOUT ASSEMBLY
Assembly is the modern global omnichannel media agency, bringing data, talent, and technology together to find the change that fuels growth for the best brands on the planet. Our approach connects big, bold brand stories with integrated, global media capabilities that deliver performance and drive large-scale business growth. Our work is powered by our proprietary, in-house technology solution, STAGE, and led by our global talent base of over 1,600 people around the world. We're purpose-driven at our core and pioneers in social and environmental impact in the agency world. Assembly is a proud member of Stagwell, the challenger network built to transform marketing. For more information, visit assemblyglobal.com.
Press Contact:
Jess Santini
jess.santini@assemblyglobal.com
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SOURCE Stagwell Inc.