Amid All the Digital Hype, Don’t Forget: TV Wins Elections!

Advertising on local broadcast television is the most powerful means to reach and influence the largest bloc of voters As campaigns across the nation rev up their advertising efforts in the coming months here are three facts to keep in mind1 Selective Reach Campaign ads are not effective if the right people donamp8217t see or hear them Broadcast TV has timetested metrics that provide campaigns with a much clearer picture of who is watching a particular channelprogram allowing them to allocate resources to reach their targeted demographics Local broadcast television reaches more voters than any other platform Digital advertising meanwhile is still subject to significant viewability and fraud issues with only 44 percent of traffic coming from actual humans The other 56 percent is bot traffic according to Incapsula research amp160According to the Association of National Advertisers fake traffic will cost advertisers 63 billion this year The undisputed fact is that local broadcast reaches 100 percent of the market more than twice the impact of social networks or the web according to GFK Multimedia Reaching everyone over broadcast TV is not waste itamp8217s winning especially since youamp8217re reaching potential voters not bots2 Maximum Usage While all political advertising platforms have their place in the media mix none can compete with local broadcast TV in terms of usage across all voter demographics Adults 18 spend almost five hours with television a day compared to thirteen minutes viewing online video on their computers according to Nielsen No other media platform comes close The reach and scope of broadcast is the reason even companies like Google spent about 78 percent of their 569 million US ad budget on television last year compared to just 15 percent on Internet display advertising according to Kantar Media In fact television works well with digital driving the lionamp8217s share of digital usage due to its scale3 Effectiveness Broadcast TV is by far the dominant medium in political ad spending and this trend will continue for years to come because it works Local broadcast television remains a critical element of winning campaigns especially the most difficult races A recent report by Kantar Media predicts a record 44 billion will be spent on television in 2016 Campaigns arenamp8217t in the business of wasting precious resources They advertise on television because it wins electionsCampaigns know exactly what theyamp8217re getting when buying spots on local broadcast television selective targeting at scale Television remains a resilient force in political advertising precisely because it is effective and measurable While campaigns can and should supplement this tried and true medium with other platforms including digital winning campaigns know that all politics is indeed local broadcast TVThe opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaVillageMyersBizNet management or associated bloggers

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Amid All the Digital Hype, Don’t Forget: TV Wins Elections!

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Steve Lanzano

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Amid All the Digital Hype, Don’t Forget: TV Wins Elections!

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Steve Lanzano

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