We’re just about three weeks out from the election—and we’re starting to get questions from campaign managers about how to best optimize their media budgets in the waning days of the cycle.
More often than not, campaign managers have to learn digital comms and tactics on the job and are less comfortable with digital tactics than traditional persuasion tactics like TV and direct mail. So when it comes to the campaign’s persuasion advertising budget, it shows. Even as major corporations have rebalanced their advertising budget to account for the shift in audience viewing habits, political campaigns continue to rely heavily on linear television, even though their target audience is more and more scattered across different mediums.
Before you read further, this is not a blog post about how TV is a dying medium and digital is the only way forward. Instead, we want to push campaign managers to take a holistic approach to their persuasion ads budget in the last weeks of this election. We at DBT believe that a good persuasion campaign involves a cross-screen, multi-modal approach. The data backs this approach. According to Nielsen, as of August 2022, the share of total TV time breaks down as follows: 1) Streaming – 35% 2) Cable – 35% 3) Broadcast – 22% 4) Other – 8%. It would be rather imprudent to allocate the totality of a budget into one medium while ignoring the rest.
In the last weeks of this election, we want to push campaign managers to take a holistic approach to their persuasion ads budget. Here is what we suggest:
There is no perfect medium to reach your entire target universe. A good persuasion ad plan will start with the target universe in mind, take into account the unique reach of each medium, and be continuously optimized through gap analysis and performance. With less than a month until Election Day, DBT can deliver your message and measure its impact on your target universe. We currently have the capacity to take on your late-cycle persuasion and mobilization projects. Reach out here, and we can chat about it!