Election seasons aren’t just busy for politicians—they also create ripple effects across industries, especially brand marketing. As we inch closer to November 5, political campaigns continue to flood the media landscape, with brands facing an increasingly complex environment to navigate. Election cycles influence not only ad spend and messaging but also shape consumer sentiment in ways that can impact the entire marketing mix. Smart brands don’t just react to these shifts—they anticipate them.‍

‍

Maintaining Share of Voice

Election cycles cause a surge in advertising dollars, with campaigns buying up premium placements across traditional and digital media. TV, radio, and social platforms are saturated with political messaging, leaving brands competing for fewer prime spots. This increased competition drives up costs—especially for TV and digital ads—and forces companies to adjust their strategies. However, there’s a bright side: Forrester reports that many platforms, including Hulu, Paramount+, Peacock, Pluto, and Spotify, have implemented restricted policies on accepting political ads this year. For example, Spotify requires that “political advertisements clearly disclose the use of any synthetic or manipulated media, including media created or edited with the use of artificial intelligence tools.” This shift provides brands with a unique opportunity to reclaim ad space and engage audiences in less cluttered environments, potentially leading to better campaign performance during a typically chaotic time.

‍

What it Means for Brands:

• Media Planning Becomes a Balancing Act: Brands should opt to front-load campaigns ahead of election spikes or push efforts into Q1 of the following year to avoid the clutter, but going dark completely is not advised.
• Increased Focus on Owned and Organic Channels: With paid media becoming more expensive, companies should choose to lean more heavily into organic social, email, or influencer collaborations to maintain visibility.
• Localized Messaging: Local elections influence regional ad spends, meaning brands need to tailor their media strategy to specific markets.

‍

Embracing Consumer Sentiment

Elections introduce volatility in consumer sentiment, driven by debates, misinformation, and major events in the political sphere. The emotional temperature of the public rises and falls throughout the cycle, impacting how receptive consumers are to brand messaging. Patagonia is responding by launching the Vote Her campaign, urging their community to elect climate-focused candidates. After closing U.S. stores for Vote Early Day, a message that has been widely pushed by both sides of the aisle, Patagonia is partnering with the League of Conservation Voters to mobilize voters through door-knocking, calls, and letters. Their aim: elect leaders who prioritize clean water, air, public lands, and climate policy.

‍

How Savvy Brands Respond:

• Real-Time Monitoring and Flexibility: Brands with pulse-checking tools for consumer sentiment have the power to shift tone and creativity in real time. For example, during moments of political unrest, brands should opt for subdued messaging to avoid appearing tone-deaf.
• Cause-Driven Campaigns with Careful Positioning: Consumers increasingly expect brands to take stands on social and political issues. However, during election cycles, aligning with causes requires greater nuance to avoid alienating segments of brand audiences.
• Amplifying Positive Emotions: Brands should choose to lean into themes like unity, optimism, or self-care to resonate with consumers fatigued by political messaging.

‍

Optimizing the Marketing Mix

Given the unpredictability of election outcomes and media cycles, successful brands adopt agile marketing strategies that don’t shy away from spending dollars during election years, but rather allow them to pivot quickly. This means rethinking channel priorities, adjusting creative, and staying ready to capitalize on emerging moments. 

To help consumers alleviate election-related stress, Marriott-owned Aloft Hotels, known for being pet-friendly, is tapping into the calming power of dogs. Aloft recently launched a 47-minute branded YouTube video featuring a dog-led meditation designed to help viewers “escape election noise.” It has already been picked up by key travel publications including Thrillist, where potential consumers mine for lodging and dining details as they plan vacations. Complementing the video, Aloft will host a series of in-person “Not Watch Pawties” on Election Day at five of its properties. These events will allow both guests and locals to snuggle with adoptable shelter dogs and socialize in a relaxed setting, offering a feel-good antidote to the political frenzy of the day.

‍

Key Shifts to Consider:

• Diversified Channel Investment: Brands should avoid over-reliance on any one channel during election-heavy seasons. Testing and optimizing a mix of search, influencer marketing, PR, and email campaigns helps ensure continued relevance.
• PR as a Strategic Asset: Press opportunities rise when brands comment on trending political or social topics—but navigating these waters takes careful messaging. Strategic PR becomes a powerful tool for brands to maintain their voice amid election noise.
• Campaign Timing & Micro-Moments: Brands should launch targeted campaigns in quieter moments within news cycles or capitalize on non-political holidays that offer a respite from election coverage.

‍

A Stress Test with an Immense Opportunity

Our closing argument on election cycles: brand marketers should not hide from the inherent challenges they create, but rather identify and embrace the possibilities they provide.

Knowing we are talking about the political sphere, it is ironic to focus on words like balance, nuance, empathy and agility. But if brand marketers lean into these areas to unify people, it is possible to successfully navigate election cycles, and most importantly build habits and strategies that will pay dividends well beyond November.

‍