political advertising

From AdAge: Cruz Loss Shows Data Can’t Win ‘Em All

After Ted Cruz won the Iowa Caucus, reports suggested his campaign’s sophisticated use of data and analytics to target voters with messages customized to their psychological proclivities had a lot to do with it. A few months later the Texas Senator left the race. 

Donald Trump captivated primary voters with simple mass-marketed brand messaging through earned media rather than spending on precisely-targeted digital and TV media. This will have many pundits wondering what it all means for the use of data in politics.

Chris Wilson, director of research & analytics for the Cruz campaign said that the Senator survived amid a flood of 17 candidates. “So, no, it’s not magic. But a sophisticated data operation sure can make things easier along the way.”

See more >> http://adage.com/article/campaign-trail/cruz-loss-shows-data-win-em/303879/

Campaigns Turn to a Cheaper Medium to Get Voters’ Ears: Radio

Candidates for the Presidential primary campaigns, as well as PACs, have increased their use of radio ads, according to this article by Nick Corasaniti in The New York Times. This article discusses the strengths of radio advertising for a political campaign.

Among the appeal of radio commercials for political advertising, according to this article:

-Radio listeners are a captive audience while they are driving.

-Radio ads avoid the clutter of television.

-Compared to television advertising, radio advertising is less expensive.

-Production costs for radio are also lower than TV production costs.

-Conservative talk radio hosts have large and devoted followings.

-Radio provides a means to target local voters.

-It serves as a closing tool to remind voters to go to the polls and reminds them of the issues.

Corasaniti also discusses how radio companies are helping politicians reach voters and target listeners according to party affiliation, likelihood to vote and other criteria.  The radio stations also seek to win new business.  One of the largest radio conglomerates in the country, iHeartRadio, has seen a 30% rise in the fourth quarter in political advertising, when compared to the same period in 2011.

Details of the radio campaigns for both Republican and Democratic candidates are analyzed in this article.

See all 5 Cups articles.