{"id":35855,"date":"2020-11-05T08:21:10","date_gmt":"2020-11-05T14:21:10","guid":{"rendered":"https:\/\/adpulp.wpengine.com\/?p=35855"},"modified":"2020-11-06T06:05:11","modified_gmt":"2020-11-06T12:05:11","slug":"political-ad-spending-in-2020-a-case-study-in-piss-poor-roi","status":"publish","type":"post","link":"https:\/\/www.adpulp.com\/political-ad-spending-in-2020-a-case-study-in-piss-poor-roi\/","title":{"rendered":"Political Ad Spending in 2020: A Case Study In Piss Poor ROI"},"content":{"rendered":"<p>Big buckets of money were brought to the table by both political parties during this election cycle.<\/p>\n<p><a href=\"https:\/\/www.cnbc.com\/2020\/11\/04\/bloomberg-sees-losses-after-spending-over-100-million-in-florida-ohio-texas.html?__source=sharebar|twitter&amp;par=sharebar\">CNBC reports<\/a> that Michael Bloomberg spent $1 billion on his primary run for president that ended up winning only a few dozen delegates. He then spent $100 million in Florida, Ohio, and Texas on behalf of Joe Biden and other Democrats\u2014all states that the GOP won. CNBC characterizes it as a &#8220;major blow.&#8221; I&#8217;d counter that the man has $54 Billion to work with, so a &#8220;major blow&#8221; seems a bit overstated.<\/p>\n<p>Here&#8217;s another take from a well-known media person:<\/p>\n<blockquote class=\"twitter-tweet\">\n<p dir=\"ltr\" lang=\"en\">Amy McGrath and Jaime Harrison raised a combined $199,004,686 and lost to Mitch McConnell and Lindsey Graham by a combined 35 points.<\/p>\n<p>\u2014 Jake Sherman (@JakeSherman) <a href=\"https:\/\/twitter.com\/JakeSherman\/status\/1324004066050060294?ref_src=twsrc%5Etfw\">November 4, 2020<\/a><\/p><\/blockquote>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<p>A friend sent me the above Tweet yesterday and asked me if advertising was dead? I said it&#8217;s far from dead at all, <em>but<\/em> money buys reach and frequency.<\/p>\n<p>Highly effective messaging can also be purchased, but it&#8217;s often overlooked and thus poorly rendered by the marketer in question.<\/p>\n<p>Reach and frequency also become problematic when the message is off-key. The more the ads get served the more friction a candidate creates with viewers who are tired of seeing it and viewers who never wanted to see it in the first place.<\/p>\n<h2>Best Political Ad of the 2020 Cycle<\/h2>\n<p>I could see <a href=\"https:\/\/adpulp.wpengine.com\/fearlessness-is-highly-attractive-in-a-democratic-nominee-for-president\/\">this ad<\/a> each evening during my viewing window and be happy about it.<\/p>\n<p>I strongly identify with the message and it&#8217;s a well-made spot.<\/p>\n<p><span class=\"embed-youtube\" style=\"text-align:center; display: block;\"><iframe loading=\"lazy\" class=\"youtube-player\" width=\"640\" height=\"360\" src=\"https:\/\/www.youtube.com\/embed\/vDSsci8uy8E?version=3&#038;rel=1&#038;showsearch=0&#038;showinfo=1&#038;iv_load_policy=1&#038;fs=1&#038;hl=en-US&#038;autohide=2&#038;wmode=transparent\" allowfullscreen=\"true\" style=\"border:0;\" sandbox=\"allow-scripts allow-same-origin allow-popups allow-presentation allow-popups-to-escape-sandbox\"><\/iframe><\/span><\/p>\n<p>This line, in particular, is a whip: &#8220;She prosecuted sex predators. He is one.&#8221; A whip that needed snapping on a daily basis. Sadly, that did not happen. So here we have a message that needed reach and frequency but didn&#8217;t get it.<\/p>\n<h2>Where the Money Was Spent and How<\/h2>\n<p>According to an analysis of Kantar Media&#8217;s Campaign Media Analysis Group data through Oct. 25, the top three TV markets for presidential political ad spending on TV were Phoenix; Orlando-Daytona Beach-Melbourne, Fla.; and Tampa-St. Petersburg (Sarasota), Fla. Not far behind was Miami-Ft. Lauderdale, Fla., making Florida one of the most targeted states for presidential ad spending.<\/p>\n<p>Both presidential candidates spent over 40% of their political ad dollars on broadcast TV, with Trump spending $174.6 million and Joe Biden spending an estimated $249.9 million from April 9 through Oct. 25.<\/p>\n<p>The Trump campaign spent more on digital advertising than on broadcast TV during the period.<\/p>\n<h2>What&#8217;s with All the Email and Texting?<\/h2>\n<p>When you give money to a candidate, you instantly become a target for dozens of campaigns that email and text relentlessly. STOP.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-35859\" src=\"https:\/\/adpulp.wpengine.com\/wp-content\/uploads\/2020\/11\/STOP-774x1024.png\" alt=\"\" width=\"774\" height=\"1024\" srcset=\"https:\/\/www.adpulp.com\/wp-content\/uploads\/2020\/11\/STOP-774x1024.png 774w, https:\/\/www.adpulp.com\/wp-content\/uploads\/2020\/11\/STOP-227x300.png 227w, https:\/\/www.adpulp.com\/wp-content\/uploads\/2020\/11\/STOP-768x1016.png 768w, https:\/\/www.adpulp.com\/wp-content\/uploads\/2020\/11\/STOP.png 818w\" sizes=\"auto, (max-width: 774px) 100vw, 774px\" \/><\/p>\n<p>Campaigns clearly feel entitled to aggressively pursue their email and texting behavior. I&#8217;d love to see their unsubscribe numbers. I unsubscribed from dozens of emails and texts in recent weeks. How about you?<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Big buckets of money were brought to the table by both political parties during this election cycle. CNBC reports that Michael Bloomberg spent $1 billion on his primary run for president that ended up winning only a few dozen delegates. He then spent $100 million in Florida, Ohio, and Texas on behalf of Joe Biden [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":35864,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[111,27,7,12],"tags":[],"class_list":{"0":"post-35855","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-digital","8":"category-media-trends","9":"category-political-advertising","10":"category-resistance","11":"entry"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Political Ad Spending in 2020: A Case Study In Piss Poor ROI - Adpulp<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.adpulp.com\/political-ad-spending-in-2020-a-case-study-in-piss-poor-roi\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Political Ad Spending in 2020: A Case Study In Piss Poor ROI - Adpulp\" \/>\n<meta property=\"og:description\" content=\"Big buckets of money were brought to the table by both political parties during this election cycle. 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Candidates and supporters are caught up in a frenetic advertising blitz, on pace to drop a record $3 billion, according to analysts who monitor spending. Most of the money is going\u2026","rel":"","context":"In &quot;Political Advertising&quot;","block_context":{"text":"Political Advertising","link":"https:\/\/www.adpulp.com\/category\/political-advertising\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":13153,"url":"https:\/\/www.adpulp.com\/for-political-attack-ads-anonymous-cash-is-flowing-and-sparks-are-flying\/","url_meta":{"origin":35855,"position":1},"title":"For Political Attack Ads, Anonymous Cash Is Flowing And Sparks Are Flying","author":"Dan Goldgeier","date":"October 21, 2011","format":false,"excerpt":"You might think TV or radio advertising is dead, but the cash is flowing to those media from political operatives. Only we don't know who's behind the messaging. What we do know is that anonymous groups are using cash to target politicians, even if it's early in the election cycle.\u2026","rel":"","context":"In &quot;Political Advertising&quot;","block_context":{"text":"Political Advertising","link":"https:\/\/www.adpulp.com\/category\/political-advertising\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":3454,"url":"https:\/\/www.adpulp.com\/move_over_howar\/","url_meta":{"origin":35855,"position":2},"title":"Move Over Howard Draft and Julie Roehm, There&#8217;s A New Scandal In Town","author":"David Burn","date":"January 27, 2007","format":false,"excerpt":"When it invloves a beautiful woman, business ethics isn't an oxymoron. Rather it's time for the mainstream press to go all Gawker on us. Here's how the Globe and Mail describes the situation: She is the face that launched a thousand stocks, a television fixture whose movie-star looks and expanding\u2026","rel":"","context":"In &quot;Media Trends&quot;","block_context":{"text":"Media Trends","link":"https:\/\/www.adpulp.com\/category\/media-trends\/"},"img":{"alt_text":"Money_Honey.jpg","src":"https:\/\/i0.wp.com\/adpulp.wpengine.com\/archive\/2007\/01\/27\/Money_Honey.jpg?resize=350%2C200&ssl=1","width":350,"height":200},"classes":[]},{"id":8643,"url":"https:\/\/www.adpulp.com\/the_voice_of_re\/","url_meta":{"origin":35855,"position":3},"title":"The Voice Of Reason Is Conspicuously Absent Today&#8230;And The Nations Suffers","author":"David Burn","date":"January 9, 2011","format":false,"excerpt":"According to OpenSecrets, Sarah Palin posted the ad below to her Facebook page last year. The graphic shows 20 Democrat-held districts in gun sights -- the political targets of her high-caliber political action committee, SarahPAC. One of these targets--Representative Gabrielle Giffords--is now fighting for her life after being gunned down\u2026","rel":"","context":"In &quot;Political Advertising&quot;","block_context":{"text":"Political Advertising","link":"https:\/\/www.adpulp.com\/category\/political-advertising\/"},"img":{"alt_text":"sarah_palin_targets.jpg","src":"https:\/\/i0.wp.com\/adpulp.wpengine.com\/archive\/2011\/01\/09\/sarah_palin_targets.jpg?resize=350%2C200&ssl=1","width":350,"height":200},"classes":[]},{"id":37368,"url":"https:\/\/www.adpulp.com\/its-not-news-were-suffering-from-disinformation-blues\/","url_meta":{"origin":35855,"position":4},"title":"It&#8217;s Not News, We&#8217;re Suffering from Disinformation Blues","author":"David Burn","date":"January 17, 2022","format":false,"excerpt":"Misinformation and disinformation are both proliferating today and consequently polluting minds. While both misinformation and disinformation can deceive audiences and thus both pose a real danger, the distinction is that disinformation is intentionally, maliciously deceptive. According to a recent study from NewsGuard, $2.6 billion per year is spent by big\u2026","rel":"","context":"In &quot;Industry Analysis&quot;","block_context":{"text":"Industry Analysis","link":"https:\/\/www.adpulp.com\/category\/industry-analysis\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/www.adpulp.com\/wp-content\/uploads\/2022\/01\/disinformation-blues.jpg?resize=350%2C200&ssl=1","width":350,"height":200,"srcset":"https:\/\/i0.wp.com\/www.adpulp.com\/wp-content\/uploads\/2022\/01\/disinformation-blues.jpg?resize=350%2C200&ssl=1 1x, https:\/\/i0.wp.com\/www.adpulp.com\/wp-content\/uploads\/2022\/01\/disinformation-blues.jpg?resize=525%2C300&ssl=1 1.5x, https:\/\/i0.wp.com\/www.adpulp.com\/wp-content\/uploads\/2022\/01\/disinformation-blues.jpg?resize=700%2C400&ssl=1 2x, https:\/\/i0.wp.com\/www.adpulp.com\/wp-content\/uploads\/2022\/01\/disinformation-blues.jpg?resize=1050%2C600&ssl=1 3x"},"classes":[]},{"id":252,"url":"https:\/\/www.adpulp.com\/the_donnys_serv\/","url_meta":{"origin":35855,"position":5},"title":"The Donny&#8217;s Serve Now In Your Face Nightly","author":"David Burn","date":"December 3, 2004","format":false,"excerpt":"By Kathleen Sampey for Adweek NEW YORK Donny Deutsch's CNBC show, The Big Idea, will replace McEnroe on the cable network early next year, a CNBC representative confirmed. The cancelled McEnroe, a talk show hosted by tennis great John McEnroe, will run through the end of December, the rep said.\u2026","rel":"","context":"In &quot;Ad People&quot;","block_context":{"text":"Ad People","link":"https:\/\/www.adpulp.com\/category\/ad-people\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]}],"jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/www.adpulp.com\/wp-json\/wp\/v2\/posts\/35855","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.adpulp.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.adpulp.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.adpulp.com\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/www.adpulp.com\/wp-json\/wp\/v2\/comments?post=35855"}],"version-history":[{"count":0,"href":"https:\/\/www.adpulp.com\/wp-json\/wp\/v2\/posts\/35855\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.adpulp.com\/wp-json\/wp\/v2\/media\/35864"}],"wp:attachment":[{"href":"https:\/\/www.adpulp.com\/wp-json\/wp\/v2\/media?parent=35855"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.adpulp.com\/wp-json\/wp\/v2\/categories?post=35855"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.adpulp.com\/wp-json\/wp\/v2\/tags?post=35855"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}