Influencer spending increases in Q4 after election blackout as brands integrate channels, commerce

Coming out of a presidential election blackout period in the U.S., many marketers expect to see increases across influencer marketing ad spending as brands tackle a shorter holiday season that is no less competitive.

As brands paused or reduced their influencer investments during the runup to the election, they also face the ongoing impact of inflation and the need to balance their media budgets going into 2025.

“The election was the largest anticipated blocker to a regularly scheduled 2024, and we knew coming into the year that we would need to get creative in ways we hadn’t in previous years,” said Renee Dornan, director of integrated media and comms planning at agency DNA. “The cost of inflation on top of the expansive Olympic programming and expected holiday seasonality only added fuel to the fire.”

Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV.