Paid Media Trends: Political Season

Jenny Bristow, CEO & Founder of Hedy & Hopp, is joined by Miranda Ochsner, Director of Paid Media to discuss the significant impact of the 2026 midterm elections on healthcare marketing. Political ad spend is expected to exceed $10 billion ahead of this year’s midterms, presenting significant challenges for marketers, particularly when it comes to traditional channels, like TV and radio. They discuss these challenges and offer strategic advice for navigating the volatility of marketing during a political season.Episode NotesSince political campaigns typically have first-right access to advertising inventory across local TV and radio stations, other advertisers risk being “bumped.” No matter how far in advance you planned and purchased placements, getting bumped means your spots may be moved to less effective times of the day, like overnights, or removed entirely. This forces marketers to pivot quickly to deal with credits and reallocate budget.The following strategies can help marketers plan ahead, as the political season is scaling up quickly:Have a Plan B: Even the best laid plans need contingencies during political seasons, as inventory and political noise is largely out of your control. Think about scaling back or pausing tactics during the busiest weeks to ensure your message isn’t getting lost.Capitalize on Alternative Placements: Be flexible and consider adjusting daypart mixes. Shifting from highly competitive times to alternative slots can maintain reach even during a busy season.Diversify Media Channels: Beyond traditional local TV and radio placements, digital channels like online video and Connected TV offer additional control. Just be aware that additional control comes with additional costs, which are projected to increase by 20-50% in competitive markets.Prioritize High-Intent Tactics: Channels like paid search remain stable and effective drivers of qualified traffic, even despite potential increases in bid costs.Since political seasons are guaranteed to be unpredictable, focus on early, proactive planning to ensure a consistent, high quality presence.Connect with Jenny:Email: [email protected]: https://www.linkedin.com/in/jennybristow/Connect with Miranda:Email: [email protected] LinkedIn: https://www.linkedin.com/in/mirandamochsner/ If you enjoyed this episode, we’d love to hear your feedback! Please consider leaving us a review on your preferred listening platform and sharing it with others.