Dissecting the Impact of Political Ads on Brand Perception in 2024: Insights & Trends

In today’s constantly connected world, we’re bombarded with a myriad of messages on a daily basis. But in 2024, there’s one type of message that seems to be garnering more attention than usual: political ads. 

The surge in political messaging prompts an intriguing question: How do these ads influence our perceptions of the brands and channels associated with them? 

In the below video, our Magid AD.VANTAGE team analyzes how 2024 political advertisements are impacting consumer attitudes.

Despite the overflow of political content and the array of emotions it may stir within consumers, the reaction towards the channels broadcasting these messages and the brands appearing around them is stoic. According to our findings, 61% of viewers have experienced no shift in their sentiments towards the channels airing these political ads. 

Similarly, consumer perception of advertisers also holds steady, with 65% of participants noting that their views on brands associated with these ads have not shifted. This prevailing sentiment stretches across various demographics, including age, income, and region, suggesting a robust resilience among viewers when it comes to their perceptions of brands and channels amidst political advertising.

This trend persists regardless of the platform, be it traditional television or the realms of social media. The majority of the audience seems unbothered by the presence of political advertisements—at least for the time being. As the political season intensifies, it’s crucial to monitor how these ads might start to influence overall ad receptiveness as time progresses. 

As we journey through the upcoming months leading to November, we promise to keep you informed with the latest updates on how political advertising is shaping viewer engagement and brand perception. Keeping an eye on these dynamics can offer valuable insights for brands, advertisers, and marketers aiming to navigate the potentially tumultuous waters of campaign season. Stay ahead of the curve by staying tuned.

If you want to gain additional key consumer insights or learn more about AD.VANTAGE, email us at LetsTalk@magid.com.