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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