Election 2022 – Brands caught in the crossfire 

Jason Pollock
By Jason Pollock | 3 May 2022
Ussama Azam via Unsplash.

Political television ads shown before a brand ad can significantly damage performance, according to research from Forethought.

The research - during the last US presidential election - shows the brand was perceived as 32% less relevant, 29% less entertaining and 27% less appealing when its commercial ran after a political ad. 

The brand itself was also negatively impacted as viewers rated the brand's reputation, product quality and value lower as a result of the negative political spot.  

Most concerning for brand marketers was the 26% decline in current customers' purchase intent as a result of the placement of the brand ad after the political ad. 

Ken Roberts, executive chairman of Forethought: “Marketers and advertisers: if you have advertising scheduled to air in the coming few weeks, particularly if there is a chance that you will follow a political ad, then think very seriously about postponing the communication until post the election.” 

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