|AdLand and Capitol Hill
By: Dwayne W. Waite Jr.
It doesn't matter what side of the political spectrum you fall on; it is easy to say that advertising is going to have a major impact on how the public will perceive the rolling out of the Affordable Care Act (ACA), also known as Obamacare.
Yes, regardless of your view if it is good or poor legislation, AdLand should be thrilled that the parties with vested interest in its success or failure are flocking to the airwaves.
First, the pro-Obamacare ad. This ad comes from the President's home state of Illinois; the state created its own dedicated website to make sure people know how to get covered, and their options. The ad below provides the wide audience the state is trying to cover, with a heavy emphasis on the young.
Next, the anti-Obamacare ad; titled "Opt-out," the ad has gained fame as the "creepy Uncle Sam" ad. Enough said. Watch it below.
Clearly, the two sides see somewhat different outcomes. But the question remains: why is this important to AdLand? Answer: as 2014 rolls around, and the full ACA act goes into effect, we are going to see more ads. A lot more. Like, a billion dollars' worth of ads.
Politico found that the Center for Medicare and Medicaid Services have already spent around $12.1 million dollars on ads about the ACA. The Americans for Prosperity believe that its spending is only going to increase from here on out.
The Campaign Media Analysis Group (CMAG), part of the Kantar Media Group, expects total spending on ACA advertising to surpass $1B by the next year. Also an interesting note: according to its calculations, the opponents of ACA have so far outspent the supporters by 5 to 1.
The takeaways? Pay attention, whether or not political advertising is your cup of tea. This rush of advertising revenue is good for the AdLand economy. If political advertising is your cup of tea, agencies and organizations are gearing up to get all hands on deck, so if you are interested, start now to make yourself available.
It's going to be a long ride.
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