Active International
The corporate trade leader for four decades, we enable companies to maximize the value they receive for assets, increase their return on ad spend, and generate funding for unbudgeted expenses through innovative solutions.
June 1, 2023 
POLITICAL AD SPENDING OUTPACING 2020 BY $200 MILLION
Broadcast executives are cautiously optimistic about political ad revenue this year. Ad-tracking firm AdImpact reports that the 2024 federal election cycle is currently outpacing the 2020 election cycle by $200 million. To date, $383 million has been spent, compared to $183 million in 2020. AdImpact notes more consistent spending this cycle due to competitive elections in 2023, already. Former President Donald Trump and MAGA Inc., his affiliated PAC have spent a combined $15.7 million to date. Combined with Republican issue group, Never Back Down, AdImpact estimates the figure to make up 71% of all presidential spending. President Biden has placed ad buys totaling $3.7 million. Additionally, 2023 has seen increased ad spending in multiple elections, with issue spending up 97% and standard election ad spending up 172%. Healthcare issue spending has experienced significant growth. (InsideRadio: 5/31/23)
ADVERTISING INVESTMENT EXPECTATIONS
A Proximic by Comscore survey conducted among 181 agency and brand marketers reports consistent media investment across 2022 and 2023 with 87% “Expected to Use” or “Used in 2022” Digital (excluding social) and 77% for Connected TV/OTT. For Linear, expectations grow in 2023, up one percentage point (to 56%), from 55% in 2022. Marketers investing in social media advertising are on the increase as well (up 2% points from 74% to 76%), along with podcasts which show the largest gains (up 5% points from 55% to 60%). (MediaPost: 5/19/23)
CORD-CUTTER HOUSEHOLDS; 72% OF US HOMES BY 2025
According to Convergence Research, US OTT access revenue growth is expected to slow down; from 26% in 2022 to 13% in 2025. The report suggests that “traditional pay TV video is becoming [a] ‘niche’ product”, with cord-cutter/cord-never homes projected to reach 72% of all households by 2025. The decline in pay TV subscriptions is driving this trend, with an estimated 8.24 million TV subscriber losses in 2023 (-11%) and a 16% decline by 2025. In contrast, OTT is forecasted to grow by 21% in 2023. The rise of OTT is also expected to boost online advertising revenue for broadcast and cable TV networks, reaching 23% of total TV advertising revenue by 2025. (TVTech: 5/26/23)
DON’T SLEEP ON DAYTIME TV
An upcoming survey from iSpot “reveals that daytime TV ad impressions climbed 1.3% year-over-year on linear – with a 9.5% increase across broadcast giants ABC, CBS and NBC.” In Wednesday’s email to subscribers, TVRev reports that “General news & information programs and game shows gained ad impressions vs. the previous TV season, while reruns of TV staples like Friends delivered billions of impressions, too – indicating a growing reach opportunity during daytime, which is why some advertisers are pulling back from primetime investments.” (TVREV Data Dose Newsletter, free subscription: 5/31/23)
Along with Alan Elkin, Arthur co-founded Active International in 1984. Since its inception, the company has been recognized as the global leader in Corporate Trade and maintains a footprint in 12 countries.
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