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Politics & Advertising: Is Your Advertising Strategy Ready for the 2016 Election Year?How Republic Media can help non-Political advertisers be heard and stay top of mind among Phoenix consumers during election years.

These are the colors used in this presentation. If you add slides, please stay consistent with colors. Calibri and Calibri Light fonts are used for 90% of this presentation. Try not to use additional fonts as many are not as easy to read on paper and on a screen. FOR ADVERTISING INFORMATION, PLEASE CONTACT:REPUBLIC MEDIA ADVERTISINGEMAIL: ADVERTISING@REPUBLICMEDIA.COMPHONE: 602.444.4920

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In 2014, political advertising was a top 10 advertising category in terms of overall dollars spend in spot TV and radio - over 4% of total dollars. 201020112012201320142015Political Spending in TV and RadioSource: Nielsen

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TV stations must charge political advertisers the lowest price for an commercial in a time slot. This means stations will look to non-Political local advertisers to make up that lost revenue. Local news is a priority time slot. With local political buys focusing on high reach local news commercials, non-Political local advertisers will be hard pressed to also run commercials unless they are willing to pay more. Stations must devote equal time and inventory to parties. Expect to be bumped by last minute placements unless you are willing to pay more to keep your commercial position. Its not just TV and Radio. Politics has embraced all forms of digital and signage - consumers will be inundated with political messages everywhere they look. Political advertising has some ground rules that will affect local advertisers, heres what to expect.

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As the political year nears, local businesses will need to do the following:

Be agile. Shift strategy and budget allocation quickly when rising costs in core mediums result in inefficient spend.

Be creative. Focus on making creative messaging stand out among the political noise.

Spend smarter. Use data strategically to make every dollar count. Look for opportunities to reach consumers efficiently and at affordable CPMs.

Refine strategies. Evaluate strategies often and invest in tracking and ROI measurement tools so you know how every campaign is contributing to your success. Nonpolitical advertisers will face rate increases and tighter inventory.

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Republic Media makes it possible for any local business, large or small, to remain top of mind among consumers despite the increased noise and media volatility caused by political advertising.

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The combination of our core offerings The Arizona Republic, azcentral.com and our comprehensive digital marketing services provides you unrivaled access to the largest, unduplicated local audience.

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Powerful products working for youReach the largest local audience available with a single media partner.

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Print SolutionsThe Arizona RepublicCommunity RepublicsSpecialty PublicationsCutting edge mediaMobile and Geo-FencingApps and Video azcentral.com High Impacttracking and analyzing resultsReporting DashboardsEnhanced Digital TrackingLead Gen and Call TrackingDirect responseShared Mail and CircularsDirect Mail, Household LevelSpecialty Mail, Award winning Marketing servicesCreativeResearchStrategyWere MORE THAN THE NEWSPAPER

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CONTACT US602.444.4920ADVERTISING@REPUBLICMEDIA.COM

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