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And it can play out in any number of scenarios.\r\n\r\nAlthough it has been a relatively short time since the whistleblower charges, to a large extent we already know that we\u2019re in for a mind-numbing, omnichannel media blitz that will suck the oxygen from the room. These are table stakes for the Trump era, which in late September spent over $700,000 in five days asking Facebook users to join the \u201cOfficial Impeachment Defense Task Force.\u201d\r\n\r\nEven if this sounds over the top, we may want to buckle up anyway because we could just be getting started. Both Trump and congressional Democrats are about to find their footing on messaging and counternarratives. They are bound to up the ante on television, radio, social, programmatic, CTV and even smart speakers. As a result, brands and service providers that often depend on Q4 and building holiday momentum through paid media are about to face significant headwinds.\r\nHow long will the impeachment fever last?\r\nThe Clinton impeachment and subsequent trial ran from October 1998 to February 1999. If the past is prologue, this fight is supposed to play out over a similar four to five months.\r\n\r\n[kickout id=\"1\"]\n\nThat would be the expected timeline if we were talking about a traditional chief executive and a normal congressional process. However, the behavior of the president and Congress since before inauguration day pretty much guarantees a constitutional street fight that will drag on well past the nation's attention span. News cycles will be saturated and the courts will delay. Impeachment could simply collide with the 2020 election. In fact, team Trump has already conflated the election with impeachment.\r\nBrands will have to compete with politics for audience\r\nIf, as reported, impeachment is being timed as a referendum for the 2020 election, the cable news and Twitter feeds are going to blow up, and ad spending will go through the roof. Both Democrats and Republicans recognize this issue as a potentially galvanizing moment to pry loose wallets. Trump raised $15 million in the first 72 hours following the impeachment announcement and has already spent $2 million just on Facebook ads fighting impeachment. But that\u2019s just a fraction of the reported $308 million Trump has raised this year and the $156 million his campaign has in cash on hand. Democratic candidates, while somewhat slower to respond, are also building up war chests on this issue.\r\n\r\nIt\u2019s almost inevitable that brands\u2014especially those in the second tier, direct-to-consumer and local franchises with smaller budgets\u2014are going to get caught in the crossfire and get outbid on much of the important media real estate in Q4, regardless of whether it is linear TV, display or on social platforms.\r\n\r\nDuring the holidays, which is precisely when consumer brands most need exposure to buyers, they\u2019re likely to be priced out of top-tier media spots. Of course, a lack of media availability has been known to occur in the three months leading up to presidential and key congressional elections in the past, but because of this early cash spike accruing because of Trump and the Democrats as well as the potential longevity of court battles over impeachment, brands could be facing a media squeeze that could drag on perpetually for a year with no end until consumers walk into the voting booth in November 2020.\r\nRemember, it\u2019s really about the economy\u00a0\r\nSome brands will be able to weather a yearlong political ad war, depending on their reliance on national reach and direct consumer access, but others may not. Brands will need to get creative about programmatic outreach to local markets and the precise consumers that represent their buying audience. That might mean postponing some of the big-brand development strategies of big-box stores with cost-effective media access.\r\n\r\nQualified reach through programmatic and addressable TV might become all-important in order to side-step the political furor of the cable wars and the consumer fatigue that will be created until this is all finally settled.","author":[{"@type":"Person","name":"Ray Kingman","url":"https:\/\/www.adweek.com\/contributor\/ray-kingman\/"}],"publisher":{"@type":"Organization","name":"Adweek","logo":{"@type":"ImageObject","url":"https:\/\/www.adweek.com\/wp-content\/themes\/adweek-next\/src\/images\/global\/logo-black.png"}},"image":{"@type":"ImageObject","url":"https:\/\/www.adweek.com\/wp-content\/uploads\/2019\/10\/impeachment-affect-brands-CONTENT-2019.jpg?w=890&h=500&crop=1"},"description":"The behavior of the president and Congress since before inauguration day pretty much guarantees a constitutional street fight that will drag on well past the nation's attention span."}}</script> <script type="application/ld+json">{"@context":"https:\/\/schema.org","mainEntityOfPage":"https:\/\/www.adweek.com\/brand-marketing\/impeachment-could-mean-less-ad-space-for-brands\/","@type":"OpinionNewsArticle","headline":"Impeachment Could Mean Less Ad Space for Brands","url":"https:\/\/www.adweek.com\/brand-marketing\/impeachment-could-mean-less-ad-space-for-brands\/","datePublished":"2019-10-21T12:04:20-04:00","dateModified":"2019-10-21T12:04:20-04:00","articleSection":"Brand Marketing","author":[{"@type":"Person","name":"Ray Kingman","url":"https:\/\/www.adweek.com\/contributor\/ray-kingman\/"}],"publisher":{"@type":"Organization","name":"Adweek","logo":{"@type":"ImageObject","url":"https:\/\/www.adweek.com\/wp-content\/themes\/adweek-next\/src\/images\/global\/logo-black.png"}},"isAccessibleForFree":"False","hasPart":{"@type":"WebPageElement","isAccessibleForFree":"False","cssSelector":".paywall"},"keywords":["Voice","Politics"],"articleBody":"Impeachment is essentially the only constitutional remedy for a president that might represent an existential threat to the country. And it can play out in any number of scenarios.\r\n\r\nAlthough it has been a relatively short time since the whistleblower charges, to a large extent we already know that we\u2019re in for a mind-numbing, omnichannel media blitz that will suck the oxygen from the room. These are table stakes for the Trump era, which in late September spent over $700,000 in five days asking Facebook users to join the \u201cOfficial Impeachment Defense Task Force.\u201d\r\n\r\nEven if this sounds over the top, we may want to buckle up anyway because we could just be getting started. Both Trump and congressional Democrats are about to find their footing on messaging and counternarratives. They are bound to up the ante on television, radio, social, programmatic, CTV and even smart speakers. As a result, brands and service providers that often depend on Q4 and building holiday momentum through paid media are about to face significant headwinds.\r\nHow long will the impeachment fever last?\r\nThe Clinton impeachment and subsequent trial ran from October 1998 to February 1999. If the past is prologue, this fight is supposed to play out over a similar four to five months.\r\n\r\n[kickout id=\"1\"]\n\nThat would be the expected timeline if we were talking about a traditional chief executive and a normal congressional process. However, the behavior of the president and Congress since before inauguration day pretty much guarantees a constitutional street fight that will drag on well past the nation's attention span. News cycles will be saturated and the courts will delay. Impeachment could simply collide with the 2020 election. In fact, team Trump has already conflated the election with impeachment.\r\nBrands will have to compete with politics for audience\r\nIf, as reported, impeachment is being timed as a referendum for the 2020 election, the cable news and Twitter feeds are going to blow up, and ad spending will go through the roof. Both Democrats and Republicans recognize this issue as a potentially galvanizing moment to pry loose wallets. Trump raised $15 million in the first 72 hours following the impeachment announcement and has already spent $2 million just on Facebook ads fighting impeachment. But that\u2019s just a fraction of the reported $308 million Trump has raised this year and the $156 million his campaign has in cash on hand. Democratic candidates, while somewhat slower to respond, are also building up war chests on this issue.\r\n\r\nIt\u2019s almost inevitable that brands\u2014especially those in the second tier, direct-to-consumer and local franchises with smaller budgets\u2014are going to get caught in the crossfire and get outbid on much of the important media real estate in Q4, regardless of whether it is linear TV, display or on social platforms.\r\n\r\nDuring the holidays, which is precisely when consumer brands most need exposure to buyers, they\u2019re likely to be priced out of top-tier media spots. Of course, a lack of media availability has been known to occur in the three months leading up to presidential and key congressional elections in the past, but because of this early cash spike accruing because of Trump and the Democrats as well as the potential longevity of court battles over impeachment, brands could be facing a media squeeze that could drag on perpetually for a year with no end until consumers walk into the voting booth in November 2020.\r\nRemember, it\u2019s really about the economy\u00a0\r\nSome brands will be able to weather a yearlong political ad war, depending on their reliance on national reach and direct consumer access, but others may not. Brands will need to get creative about programmatic outreach to local markets and the precise consumers that represent their buying audience. That might mean postponing some of the big-brand development strategies of big-box stores with cost-effective media access.\r\n\r\nQualified reach through programmatic and addressable TV might become all-important in order to side-step the political furor of the cable wars and the consumer fatigue that will be created until this is all finally settled.","image":{"@type":"ImageObject","url":"https:\/\/www.adweek.com\/wp-content\/uploads\/2019\/10\/impeachment-affect-brands-CONTENT-2019.jpg?w=890&h=500&crop=1"}}</script> <script type="application/ld+json" 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constitutional street fight that will drag on well past the nation’s attention span."> <meta name="twitter:creator" content="@adweek"> <meta name="twitter:image" content="https://www.adweek.com/wp-content/uploads/2019/10/impeachment-affect-brands-CONTENT-2019.jpg?w=600&h=315&crop=1">  <title>Impeachment Could Mean Less Ad Space for Brands</title> <meta property="fb:admins" content="34404791,617231194"> <meta property="fb:pages" content="126756847074"> <meta property="fb:app_id" content="329778260413541"> <meta property="og:title" content="Impeachment Could Mean Less Ad Space for Brands"> <meta property="og:url" content="https://www.adweek.com/brand-marketing/impeachment-could-mean-less-ad-space-for-brands/"> <meta property="og:type" content="article"> <meta property="og:image" content="https://www.adweek.com/wp-content/uploads/2019/10/impeachment-affect-brands-CONTENT-2019.jpg?w=600&h=315&crop=1"> <meta property="keywords" content="">  <meta name="apple-itunes-app" 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"); } </script> <div id="single-post" class="d-flex flex-column justify-content-center" role="main" data-containers=""> <div class="htl-ad-wrapper"> <div class="htlad-t" data-unit="adweek/brand-marketing"> </div> </div> <article id="article" itemscope class="main-content justify-content-center article-element layout-content-width post-1089918 post type-post status-publish format-standard hentry category-politics category-voice vertical-brand-marketing contributor-ray-kingman content-hero" data-pid="post-1089918" data-url="https://www.adweek.com/brand-marketing/impeachment-could-mean-less-ad-space-for-brands/" data-id="1089918" data-tags="["politics","voice","brand-marketing"]" data-zone="voice" data-authors="ray-kingman" data-date="2019-10-21 12:04" data-featured="voice" data-bitlyurl="https://adweek.it/31qlNEZ" data-excerpt="The behavior of the president and Congress since before inauguration day pretty much guarantees a constitutional street fight that will drag on well past the nation's attention span." data-title="Impeachment Could Mean Less Ad Space for Brands" data-categories="politics, voice" data-popup="" data-ads="Yes" data-company="[]" data-outstream="yes" data-auth=""> <div class="container debug-outline p-0"> <div class="row w-100 p-0 m-0 d-flex flex-row justify-content-between debug-outline">  <div class="col px-0 mr-lg-4">  <header class="my-4 my-lg-5 py-2 py-lg-0 entry-header"> <div class="row m-0 "> <div class="col-lg-12 px-3 px-md-0"> <div class="kicker-label-line text-center"> <h3 class="text-center text-uppercase mb-0"> <a href="https://www.adweek.com/category/voice/" class="text-decoration-none mt-0 mb-0"> Voice </a> </h3></div> <h1 class="text-center mt-2 mb-3 px-0 main-title">Impeachment Could Mean Less Ad Space for Brands</h1> <h2 class="text-center text-black">Especially if this gets dragged out up until the next election cycle</h2> </div> </div> </header>  <div class="hero-wrapper w-100 mb-2"> <div class="featured-image"> <figure> <div class=""> <figure> <picture class="d-block webp-exists" data-is-gif="false"><img width="890" height="500" src="https://www.adweek.com/wp-content/uploads/2019/10/impeachment-affect-brands-CONTENT-2019.jpg?w=890" class="image w-100 rounded-0" alt="cartoon of a stressed looking man with a lot of fingers pointing at him" title="impeachment-affect-brands-CONTENT-2019" srcset="https://www.adweek.com/wp-content/uploads/2019/10/impeachment-affect-brands-CONTENT-2019.jpg 890w, https://www.adweek.com/wp-content/uploads/2019/10/impeachment-affect-brands-CONTENT-2019.jpg?resize=652,367 652w, https://www.adweek.com/wp-content/uploads/2019/10/impeachment-affect-brands-CONTENT-2019.jpg?resize=768,431 768w, https://www.adweek.com/wp-content/uploads/2019/10/impeachment-affect-brands-CONTENT-2019.jpg?resize=450,253 450w, https://www.adweek.com/wp-content/uploads/2019/10/impeachment-affect-brands-CONTENT-2019.jpg?resize=320,180 320w, https://www.adweek.com/wp-content/uploads/2019/10/impeachment-affect-brands-CONTENT-2019.jpg?resize=640,360 640w, https://www.adweek.com/wp-content/uploads/2019/10/impeachment-affect-brands-CONTENT-2019.jpg?resize=240,135 240w" sizes="(max-width: 890px) 100vw, 890px"></picture> <figcaption class="py-sm-2 px-sm-0 p-2"><span class="mr-1">The impeachment inquiry is just showing that brands will have to compete more with politics to grab consumer attention.</span><cite>Getty Images</cite></figcaption> </figure> </div> </figure> </div> </div> <div class="row mx-0 my-lg-5">  <div class="col-lg-2 col-md-12 p-0 text-center author-image-wrap mt-3 mt-md-0 debug-outline"> <div class=" d-flex justify-content-center"> <a href="https://www.adweek.com/contributor/ray-kingman/" class="author d-flex justify-content-center justify-content-lg-end mb-2 hvr-glow"> <picture> <img width="100px" height="100px" loading="lazy" src="https://www.adweek.com/wp-content/uploads/2019/08/Unknown1.jpg?w=320" class="image image--avatar lazyload" alt="Unknown1" title="Unknown1"> </picture> </a> </div> </div>  <div class="col-lg-10 col-md-12 p-0 debug-outline">  <div class="byline-wrap"> <div class="premium-label-wrap order-last"> <span class="zephr_premium_lock article_page" data-post_id="1089918" data-authoverride="default" data-authoveridestartdate="" data-authoverideendtdate="" data-postpublishdays="1861" data-category="politics,voice" data-posttype="post"></span> </div><div class="byline"><div class="contributor-group-labels d-md-inline-block mr-2 mt-2"> <span data-toggle="tooltip" title="Performance Marketing contributors share their expertise on issues and challenges." data-placement="right" class="d-inline-block mx-1 mb-1"> <span class="performance-marketing-contributor-badge text-primary"><svg aria-hidden="true" focusable="false" data-prefix="fal" data-icon="star" class="svg-inline--fa fa-star fa-w-18" role="img" xmlns="http://www.w3.org/2000/svg" viewbox="0 0 576 512"><path fill="currentColor" d="M528.1 171.5L382 150.2 316.7 17.8c-11.7-23.6-45.6-23.9-57.4 0L194 150.2 47.9 171.5c-26.2 3.8-36.7 36.1-17.7 54.6l105.7 103-25 145.5c-4.5 26.3 23.2 46 46.4 33.7L288 439.6l130.7 68.7c23.2 12.2 50.9-7.4 46.4-33.7l-25-145.5 105.7-103c19-18.5 8.5-50.8-17.7-54.6zM405.8 317.9l27.8 162L288 403.5 142.5 480l27.8-162L52.5 203.1l162.7-23.6L288 32l72.8 147.5 162.7 23.6-117.7 114.8z" /></svg></span> </span> </div>By <span><a class="text-decoration-none" href="https://www.adweek.com/contributor/ray-kingman/">Ray Kingman</a></span><p class="mt-0 mb-1 posted-date"><time class="custom-publish-time" datetime="2019-10-21UTC04:04:20" data-published-time="1571673860"> </time></p></div> </div>  <div class="content adw-article-body"> <section class="section--rich-copy-story entry-content mt-2" data-continue-reading-wrapper> <div></div> <style> .article-native-ad { border-bottom: 1px solid #ddd; margin: 0 45px; padding-bottom: 20px; margin-bottom: 20px; } .article-native-ad svg { color: #ddd; font-size: 34px; margin-top: 10px; } .article-native-ad p { line-height:1.5; padding:0!important; padding-left: 10px!important; } .article-native-ad strong { font-weight:500; color:rgb(46,179,178); } </style> <div class="article-native-ad"> <div class="row justify-content-center"> <div class="col-1"> <svg aria-hidden="true" focusable="false" data-prefix="fas" data-icon="calendar-day" role="img" xmlns="http://www.w3.org/2000/svg" viewBox="0 0 448 512" class="svg-inline--fa fa-calendar-day fa-w-14"><path fill="currentColor" d="M0 464c0 26.5 21.5 48 48 48h352c26.5 0 48-21.5 48-48V192H0v272zm64-192c0-8.8 7.2-16 16-16h96c8.8 0 16 7.2 16 16v96c0 8.8-7.2 16-16 16H80c-8.8 0-16-7.2-16-16v-96zM400 64h-48V16c0-8.8-7.2-16-16-16h-32c-8.8 0-16 7.2-16 16v48H160V16c0-8.8-7.2-16-16-16h-32c-8.8 0-16 7.2-16 16v48H48C21.5 64 0 85.5 0 112v48h448v-48c0-26.5-21.5-48-48-48z" class=""></path></svg> </div> <div class="col-11"> <p><strong>ADWEEK House</strong> is headed to Las Vegas on January 8! Our house is your house to unwind, recharge and network during the industry’s largest consumer tech moment. <a href="https://event.adweek.com/awhouse-lasvegas-2025/6996736?ref=native&itm_source=ROS&itm_medium=display&itm_campaign=nativeAWHLasVegas&itm_content=native"><strong>RSVP</a></strong>.</p> </div> </div> </div><script> document.addEventListener("DOMContentLoaded",function(){ window.dataLayer = window.dataLayer || []; console.log(window.dataLayer); window.dataLayer.push({ 'event': 'Zephr', 'zeventCategory': 'Native Ad', 'zeventLabel' : 'AWH LV 0125' }); }); </script> <script type="text/javascript"> if (!window.Zephr) window.Zephr = {}; if (!window.Zephr.outcomes) window.Zephr.outcomes = {}; window.Zephr.outcomes["nativead"] = { featureLabel: "nativead", outcomeId: "transformation/101", outcomeLabel: "ADWEEK House Las Vegas CES 2025" }; </script> <div class="aw-article-content"><div class="non-paywall"><p>Impeachment is essentially the only constitutional remedy for a president that might represent an existential threat to the country. And it can play out in<a href="https://www.adweek.com/brand-marketing/news-of-the-impeachment-hasnt-affected-most-brands-suitability-strategies-yet/"> any number of scenarios.</a></p></div><div class="paywall"><p>Although it has been a relatively short time since the whistleblower charges, to a large extent we already know that we’re in for <a href="https://www.adweek.com/tv-video/4-ways-the-media-can-survive-the-trump-bump-and-find-long-term-growth/?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+adweek%2Fall-news+%28Adweek+All%29">a mind-numbing, omnichannel media blitz</a> that will suck the oxygen from the room. These are table stakes for the Trump era, which in late September spent over $700,000 in five days asking Facebook users to join the “Official Impeachment Defense Task Force.”</p><p>Even if this sounds over the top, we may want to buckle up anyway because we could just be getting started. Both Trump and congressional Democrats are about to find their footing on <a href="https://www.adweek.com/agencies/adweek-2020-behind-the-brand-messaging-of-all-the-presidential-candidates/#/">messaging and counternarratives.</a> They are bound to up the ante on television, radio, social, programmatic, CTV and even smart speakers. As a result, brands and service providers that often depend on Q4 and building holiday momentum through paid media are about to face significant headwinds.</p><div class="ad-div-m10-mobile-wrapper gpt-wrapper mobile-ad postup-adweek-whitelist"><div id="ad-div-m10-mobile"> <div class="htl-ad-wrapper"> <div class="htlad-m1_mobile" data-unit="adweek/brand-marketing"> </div> </div></div></div><h4><strong>How long will the impeachment fever last?</strong></h4><p>The Clinton impeachment and subsequent trial ran from October 1998 to February 1999. If the past is prologue, this fight is supposed to play out over a similar four to five months.</p><div class="kickout justify-left kickout-container ko-quote-container"> <div class="ko-quote"> <div class="quote">The behavior of the president and Congress since before inauguration day pretty much guarantees a constitutional street fight that will drag on well past the nation’s attention span. </div> <p></p></div> <p></p></div><p>That would be the expected timeline if we were talking about a traditional chief executive and a normal congressional process. However, the behavior of the president and Congress since before inauguration day pretty much guarantees a constitutional street fight that will drag on well past the nation’s attention span. News cycles will be saturated and the courts will delay. Impeachment could simply collide with the 2020 election. In fact, team Trump has already conflated the election with impeachment.</p><h4><strong>Brands will have to compete with politics for audience</strong></h4><p>If, as reported, impeachment is being timed as a referendum for the 2020 election, the cable news and Twitter feeds are going to blow up, and ad spending will go through the roof. Both Democrats and Republicans recognize this issue as a potentially galvanizing moment to pry loose wallets. Trump raised $15 million in the first 72 hours following the impeachment announcement and has already spent $2 million just on Facebook ads fighting impeachment. But that’s just a fraction of the reported $308 million Trump has raised this year and the $156 million his campaign has in cash on hand. Democratic candidates, while somewhat slower to respond, are also building up war chests on this issue.</p><div class="ad-div-m20-mobile-wrapper gpt-wrapper mobile-ad postup-adweek-whitelist"><div id="ad-div-m20-mobile"> <div class="htl-ad-wrapper"> <div class="htlad-m2_mobile" data-unit="adweek/brand-marketing"> </div> </div></div></div><p>It’s almost inevitable that brands—especially those in the second tier, direct-to-consumer and local franchises with smaller budgets—are going to get caught in the crossfire and get outbid on much of the important media real estate in Q4, regardless of whether it is linear TV, display or on social platforms.</p><p>During the holidays, which is precisely when consumer brands most need exposure to buyers, they’re likely to be priced out of top-tier media spots. Of course, a lack of media availability has been known to occur in the three months leading up to presidential and key congressional elections in the past, but because of this early cash spike accruing because of Trump and the Democrats as well as the potential longevity of court battles over impeachment, brands could be facing a media squeeze that could drag on perpetually for a year with no end until consumers walk into the voting booth in November 2020.</p><h4><strong>Remember, it’s really about the economy</strong><strong> </strong></h4><p>Some brands will be able to weather a yearlong political ad war, depending on their reliance on national reach and direct consumer access, but others may not. Brands will need to get creative about programmatic outreach to local markets and the precise consumers that represent their buying audience. That might mean postponing some of the big-brand development strategies of big-box stores with cost-effective media access.</p><div class="ad-div-m30-mobile-wrapper gpt-wrapper mobile-ad postup-adweek-whitelist"><div id="ad-div-m30-mobile"> <div class="htl-ad-wrapper"> <div class="htlad-m3_mobile" data-unit="adweek/brand-marketing"> </div> </div></div></div><p>Qualified reach through programmatic and addressable TV might become all-important in order to side-step the political furor of the cable wars and the consumer fatigue that will be created until this is all finally settled.</p></div></div> <script> document.addEventListener("DOMContentLoaded",function(){ window.dataLayer = window.dataLayer || []; console.log(window.dataLayer); window.dataLayer.push({ 'event': 'Zephr', 'zeventCategory': 'Article', 'zeventLabel' : 'Show Article' }); }); </script><script type="text/javascript"> if (!window.Zephr) window.Zephr = {}; if (!window.Zephr.outcomes) window.Zephr.outcomes = {}; 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8.5-50.8-17.7-54.6zM405.8 317.9l27.8 162L288 403.5 142.5 480l27.8-162L52.5 203.1l162.7-23.6L288 32l72.8 147.5 162.7 23.6-117.7 114.8z" /></svg></span> </span> </div> <ul class="fa-ul d-flex flex-column flex-md-row d-md-flex align-items-center mt-2"> </ul> <p class="text-center text-md-left mb-0">Ray Kingman is founder and CEO of Semcasting.</p> </div> </div> </div> <div class="debug-outline"> <div class="aw-connatix-module section--rich-copy-story entry-content mt-4"> <div class="row mx-0"> <div class="col px-3 px-md-0"> <header class="section__label "> Recommended articles </header> <div id="connatix-player" class="aw-container p-0" style=""> <script type="text/javascript/deferred" id="b53e13a062834a418c046cb8cf2043ec">(new Image()).src = 'https://capi.connatix.com/tr/si?token=4100143d-3fcc-43b6-8ead-20385044b7e7&cid=1ffde736-eb53-11e9-b4d2-06948452ae1a'; cnx.cmd.push(function() { cnx({ playerId: "4100143d-3fcc-43b6-8ead-20385044b7e7" }).render("b53e13a062834a418c046cb8cf2043ec"); 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