Ad Buyer: Room Remains For Late James Push, But Breaking Through Is Challenge

Article courtesy of MIRS News Service

With the Michigan Republican Party putting nearly $1.9 million behind John James (R-Shelby Township) over two weeks, a Republican advertising executive says space remains available for a late campaign push – but breaking through the barrage of political ads will be harder than finding somewhere to run them.

Meldrum’s comments come as the Michigan Republican Party dropped $1 million into supporting James this week and $860,000 next week. Democrats are spending $1 million each week between now and the election on top of the $10.6 million in pro-Jocelyn Benson spending coming in the last three weeks of the campaign from Making Michigan’s Future (MMF), which is connected to the Democratic Governors Association.

James could still turn a late infusion of campaign money into television and streaming advertising before Nov. 3, but getting voters to notice the message would be the greater challenge, according to AdVictory founder and President Adam Meldrum.

The new money for James comes after the Republican Governors Association pulled out of the race after spending $12 million after the primary. MMF has now spent or reserved $24 million in broadcast, cable and streaming ads, according to numbers published on AdImpact.

Asked by MIRS whether advertising space remained available if James or his supporters secured additional funding, Meldrum said campaigns still have options on traditional television, streaming and digital platforms.

“Inventory will not be a challenge, cutting through a cluttered and saturated ad environment will be the greater challenge for them,” Meldrum said in an email interview. “But if they have strong ads, a strong message, and aggressive dollars in the final few weeks they can for sure make an impact.”

His assessment addresses what a late spending push could purchase, rather than whether James has additional funding coming or whether advertising could change the race’s outcome.

Meldrum, whose firm buys advertising for Republicans, said some streaming and digital space has long been reserved, but enough remains available to deliver a closing message.

On traditional television, he said stations can accommodate additional candidate advertising even late in the campaign.

“As a candidate committee or with coordinated dollars, there will always be quality linear inventory to access late in the game,” he said.

The source of the money matters, however. Meldrum said independent outside groups face higher television rates than candidate campaigns.

Qualifying candidate advertisements receive broadcasters’ lowest unit charge during the 60 days before a general election, with rates depending on the class of advertising time, spot length and period purchased. The protection does not guarantee the same price for every placement.

Streaming and digital advertising work differently. Reserving space early locks in rates with most vendors, Meldrum said, while prices for advertising purchased through auctions can rise as demand increases.

Late spending can therefore have a greater proportional price impact on streaming and digital advertising, although buyers also have more options for adjusting their targeting and placements, he said.

Campaigns making late purchases have another potential advantage: updated information about who has already cast a ballot.

“They also have the added advantage of knowing who has already voted to optimize turnout models and exclude voters who have already voted,” Meldrum said.

Meldrum did not quantify the remaining advertising space or provide market-specific prices.

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